Cone Health: Regional COVID Campaign

Cone Health

Driving Awareness

A historical public service campaign for three
major regional hospitals.


Cone Health, Novant Health and Wake Forest Baptist Health came together on a united front to appeal to the public to continue to do their part to slow the spread of COVID-19. With deaths from the virus and hospitalizations on the rise, these health care groups knew they needed to take action to persuade the public to follow preventative guidelines more consistently.


Ethos developed a regional TV commercial, billboard advertising and digital media creative to promote the campaign. The messaging of “choose courage” and imagery of people practicing safety guidelines, while also showing them the dedication of health care workers, reinforced the asks of wearing a mask, washing hands and staying a safe distance apart.


The collaboration of these three health care
groups resulted in an inspirational campaign at an unprecedented time in history. With campaign creative strategically placed in primetime television spots, along highly trafficked roadways and throughout social media, the messaging was widely broadcasted to a large regional population, resulting in awareness that we save lives together.