From the Nominator

"As of the summer of 2022, the University of Manitoba had returned to in-person learning while maintaining some protocols, such as wearing a mask while indoors on campus and staying home when ill. 

By this time in the pandemic, several factors made it difficult to ensure our community was adhering to the protocols. With increasing fatigue over best practice protocols, a province that had significantly relaxed all protocols in almost every other setting, and an abundance of signage everywhere that was so ubiquitous it was being ignored, our audiences knew the rules and why they were there, but not everyone wanted to follow them. 

To solve this, we shifted focus from the stark safety warning style that we and most other organizations had employed up to that point to a lighthearted, community-centered approach. The new protocols were about taking care of each other and approaching the creative in a more engaging, fun way while still remaining on brand. 

We used illustrations of Billy with a vintage mood in tactics that included in-course presentation slides, traditional print and digital signage with animated versions, a message in our online course delivery system, social media graphics and video staring Billy, an article on our news website targeting students written by a student, an update of our COVID-19 information website, replacement of unfriendly language on our homepage, and weekly student and staff e-newsletters.  

The campaign met our analytics goals, but more importantly, the feedback from faculty, a vocal group who was most concerned about maintaining the protocols, was very supportive."

From the Judges

The judges were impressed by this COVID-19 campaign, which demonstrated a commendable emphasis on engaging the campus community during challenging times. Their strategic focus on fostering unity and connection among students and staff stood out as a testament to their dedication. By prioritizing community engagement, they successfully created a supportive environment.