Since the 2022 Super Bowl was to be held in Los Angeles, I created a multi-prong, dual language campaign in partnership with the Los Angeles County Department of Public Health to spread awareness and promote a “Safe Game Plan” for gathering. The campaign objective was to minimize the spread of COVID-19 that the County was anticipating for the first Los Angeles Super Bowl. With tourists arriving from all over the country and beyond, and local bars, restaurants, and homes anticipating huge numbers of crowds, the Los Angeles County Department of Public Health wanted a campaign to capture the spirit of celebration and competition with positive enforcement of safety measures, for an audience that had severe COVID-19 messaging fatigue. I chose to illustrate this through iconic football and Los Angeles imagery recognizable to both locals and football fans.

The 2022 Super Bowl campaign included OOH, Radio and Streaming PSAs, Print, and Digital Media. In coordination with the NFL, digital ads were placed and utilized at the in-person NFL Super Bowl experience locations. A total of 20 digital out-of-home boards were secured, 25 digital ads, 9 print ads, and 246 radio spots ran in target areas and on social media during the week before Super Bowl Sunday. The campaign yielded over 9.5MM impressions in a little over a week.