The campaign aimed to raise awareness about COVID-19 reinfection and the threats that it poses.
We carefully studied and analyzed people’s behavior and discovered that after having recovered from COVID-19, they seem to relax and ignore all precautions.
Many go as far as to brag about having recovered from the infection, stating that unlike others, they no longer need to follow COVID-19 prevention measures.
To combat this mindset, we created a PSA video where the protagonist faces the threat of reinfection and has flashbacks to his 14-day self-isolation. By illustrating his struggles, we remind the infected-and-recovered viewers what they’ve gone through and urge them to think their behavior over.