Midtown Alliance
“What Rudy and his team achieved for us was remarkable because the strategy and execution perfectly bridged the challenges we were trying to address between isolation and well-being. Our brand took on an elevated leadership role for the Midtown community because of this excellent work.”
MIDTOWN ATLANTA
i created three campaigns for Midtown Alliance, which showed the progression of the COVID-19 pandemic and messaging to engage the community.
Phase 1: Keeping spirits up
Four months into the pandemic, there was a pervasive uncertainty and malaise. The shelter-in-place policies had entered their second month and began to weigh on the spirit of Midtown Alliance residents. In Phase 1, I developed motivators to keep people feeling positive like the #MidtownPlaylist, where people could submit songs that inspired them and lifted their spirits.
Phase 2: Promoting safety with fun
When wearing masks became a political and incendiary topic, I created messaging that appealed to people no matter what they believed about masking in public. The campaign motivated people to engage, with sidewalk games that encouraged dance-offs and distance hugging. We also partnered with local organizations like the Atlanta Botanical Garden and Whole World Improv Theatre to share the community message.
Phase 3: Looking to a better future
As things started to open up, Midtown Alliance again stayed positive and focused the community on better days. The “onward” campaign helped launch several initiatives to get people back to Midtown to enjoy all that it offers.
