Getting real about Covid with real people’s stories
- Client CDC Foundation
- Deliverable Four :30 spots
- Timeline 1 month pre-pro, half-day shoot/video
- Budget $$ ($15,000 - $50,000)
- Awards 2022 MKE 99's Merit Award
The Problem
Covid-19 vaccine misinformation has been plaguing the United States—with particularly devastating consequences for the Black and African American communities.
The CDC Foundation partnered with CMRIgnite to formulate a strategic response and create messaging that would resonate with audiences and garner results. CMRIgnite tapped Ski Team to find a way to bring this message to life with video assets for broadcast and OTT campaigns.
The Solution
Ski Team cast, wrote, and filmed real stories within the community to give first-person testimony to CMR’s strategic messaging. Directors Lynne and Ryan focused on all the beautiful details of the subject’s real-life scenarios and allowed their own words to reinforce the narrative.
These docu-style videos aired in the southern United States, combating misinformation about vaccine ineffectiveness, breastfeeding, and home remedies.