Meet Rona, that malevolent 2020 villain we already hate.
Rona is a fictional character developed by the Detroit-based artistic agency BLVD for a brand new Michigan promoting marketing campaign that goals to persuade younger adults to vary their behaviors to curb unfold of the coronavirus.
A coalition of largely Michigan companies, hospitals and company foundations is bankrolling the $5 million advert marketing campaign in social media, radio, billboards, digital video, tv and the Rona4Real web site over the subsequent 4 months.
“That is going to need to be a persistence sport—it will probably’t be a one-shot deal,” Gerry Anderson, government chairman of DTE Power, advised Crain’s Detroit Enterprise.
Funders of the marketing campaign embrace DTE Power, Common Motors, Beaumont Well being, Henry Ford Well being System, Spectrum Well being and Oakland College.
Since June, public well being consultants have been most alarmed by the rising variety of circumstances amongst younger adults underneath age 30.
Anderson and a steering committee of companies employed BLVD and Ann Arbor-based advertising and marketing and model communication agency Regroup to develop a method that may join with millennials.
Rona was conceived as an promoting character who may very well be depicted because the invisible public well being menace, mentioned Lisa Richardson, senior vice chairman of Regroup. “We needed to make Rona the frequent enemy,” Richardson mentioned. “We’ve been giving (individuals) one thing new to hate.”