An innovative collaboration with the UN to fight misinformation and to call for fair and equitable access to COVID-19 vaccines around the world.
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COVID-19 itself is progressing unevenly around the world, with communities and nations navigating outbreaks and emerging variants, rounds of lock-downs, and overwhelmed health systems.
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Over two years, Verified has become a global communications movement, empowering people around the world the science-based information, countering misinformation, cementing vaccine confidence, and building momentum for a global response that leaves no one behind.
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Creative Direction, Art Direction, Motion Design
Zwakala Campaign
Zwakala is a targeted community-based campaign in South Africa that improves the low adherence to preventive measures, particularly amongst young people.
As the lead motion designer for the campaign launch, I produced several hyperlocal OHH adverts that ran across towns with Afrikaans, Zulu and Xhosa translations.
By tapping into the importance of familial relationships in South African culture, and championing young people adhering to the rules, the campaign successfully resonated with our community influencers reporting high levels of engagement among 18 - 34 year olds. The campaign has been adopted by South Africa’s Department of Health, USAID, and UNICEF as their primary COVID-19 communications campaign, and expanded nationwide.
Pause Campaign
Verified’s Pause campaign works by encouraging people to “Pause” to question the origin, credibility, relevance, and accuracy of information before sharing content online. This disruption of emotional responsiveness engages rational thinking and reduces the spread of misinformation.
Through the Pause campaign, I developed concepts and delivered motion graphics for several campaign activation across two years.
Gif Takeover
As the world confronts its biggest health challenge in living memory, we are also fighting an ‘infodemic’ of misinformation. To combat the spread of misinformation in closed networks, where polarised content reigns supreme, we developed unbranded Verified content to deliver reliable information in a format that resonates.
I helped generate concept and art direction for localised and unbranded GIFs, stickers and memes that were distributed on GIPHY and Tenor. We flooded trending words like ‘vaccinated’ to ensure our content was visible in peer-to-peer communication and in closed groups on the ‘grey-web’.
These highly visual, unpolished, and mostly brandless public health messages have been viewed and shared over 300 million times already and continue to be some of the most frequently used assets in trending searches for information about COVID-19 vaccines.
Only Together Campaign
Many nations and communities around the world still have very limited access to COVID-19 vaccines. There is an urgent need to build political will for COVAX, to finance and distribute vaccines globally.
Verified brought together over 20 CEOs, philanthropists and humanitarians for an Only Together convening. The UN Secretary General gave an inspiring call to action and the convening made connections between Uber, Mastercard, WHO, UNICEF and GAVI.
In total the hashtag #OnlyTogether has been used 28 million times, and our social media campaign has reached 10 million people. We have collaborated with over 200 creatives who have joined the call for solidarity and produced content for the campaign, and have delivered out-of-home advertising in 15 countries around the world.
UN x Ikea Convening
I helped produce a short film for the convening that highlights the ways in which leaders can help bring an end to this pandemic, for everyone.
We Will Again
Public facing content that I developed was featured in social media and airports across the globe that celebrated the things we miss and the lives we know that we will get back to.
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Verified has collaborated with partners around the world to produce and distribute more than 2,000 pieces of content, from low-fi memes to music videos, in over 60 languages. Our work has reached well over a billion people and is one of the most significant communications efforts tackling COVID-19 worldwide.
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Chiara Piccirillo
Gabrielle Choo
Rianna Osan
Ericka Ubasa
Recognition
Anthem Awards
Gold in Health, 2021 for Verified: Fighting COVID-19 Misinformation
Indigo Awards
Gold for Integrated Graphic Design 2021, for Verified