Launching a Clear Message on Public Health

The road to “TriState Strong:
Getting to Zero”

Competing media outlets come together for a historic public health campaign.

I must have been asked the question a dozen times: “How did you get all those media outlets to come together to broadcast the program?” Extraordinary times call for extraordinary measures. So with no budget, no production company, and no staff, I pitched an idea TOO BIG NOT TO TRY. This was our approach:

• Different zip codes but same universal truths.  Dropping the talking points and talking heads and acknowledging that the pandemic is a great equalizer gets people to listen. Turns out we all think 2020 sucked.

• People want to be part of something, even during these divisive times. Amplifying a common goal, a focal point, a NORTH STAR that they can get behind.

• Amplify those stories so that everyone in the region consumes this information at the same time. “We interrupt this programming to bring you this special bulletin.”

One by one I called the General Managers, Vice Presidents, Publishers, and Chief Global Communications officers, and one by one they said yes. Competing media outlets felt this strategy was worth collaborating on and the Global Corporate Giant with the big heart, P&G, felt it was worth supporting generously.

Bringing the region together began with bringing critical entities from across the region together first.  All I needed was for them to say yes.