RTÉ - COVID19 campaign - Create Don't Contaminate

RTE, Ireland’s national broadcaster, needed to quickly get the message of COVID 19 through to Ireland's 16-25 years olds. The mission? To get them to take responsible action by staying at home. And to get them to do it immediately.

We were called in to work in partnership with the teams at RTE - and to deliver a campaign - from inception to launch, within 24 hours.

From our own recent insights work, we know that ‘being creative’ helps young people cope during challenging times. Taking ‘creativity’ as the core platform, we decided to alleviate their boredom while staying at home by challenging them to get creative - and getting a shot at RTE fame while they’re at it! 

#CreateDontContaminate was a 14 day series of challenges to engage and inspire the audience and get them involved. From keepie uppies to fashion to music, the challenges were inclusive, creative and delivered a sense of ‘learning’ for all those who participated. 

Alongside RTE, we recruited over 100 volunteers - TikTokers, Instagrammers ,YouTubers and a star-studded lineup of celebrities to front the #CreateDontContaminate campaign.  

The campaign went viral. Thousands of young Irish people got really stuck into all of the fun, creative challenges - all within the confines of their homes.

Over the 14 days, the campaign achieved a reach of 25 million, as well as featuring across RTE’s News, Lifestyle and online channels. 

When it mattered most, the youth of Ireland chose to Create Not Contaminate.

March 20, 2020

And here's some of the well known faces who got involved...

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