Designs for Health: Communicating Confidence During COVID-19.
Client
Designs for Health
Service
Crisis PR & Comms
Industry
Health & Wellness
Impact
50M+ Consumer Impressions
"Executed in just three weeks across five U.S. markets during the earliest phase of the COVID-19 pandemic."
The Challenge
In the earliest days of the COVID-19 pandemic, uncertainty was everywhere. As an essential business, Designs for Health remained operational, but like many organizations, employees were understandably anxious about coming to work. The company wanted to communicate the proactive steps it was taking to support its workforce - while ensuring every message reflected the rapidly evolving public health guidance and legal requirements.
The Opportunity
Rather than remain silent during a time of uncertainty, Designs for Health had an opportunity to demonstrate leadership by sharing how it was supporting employees across multiple U.S. locations. The objective wasn't promotion - it was transparent communication that acknowledged the challenges facing essential workers and highlighted the company's commitment to their wellbeing.
Our Strategic Thinking
ADIN recognized that this story would resonate because it reflected what so many businesses were facing. Our strategy focused on authentic, fact-based communications that showcased the company's voluntary employee antibody-testing initiative while carefully aligning messaging with medical experts and evolving regulatory guidance. The result was a campaign designed to inform rather than promote.
Execution
Working under an accelerated three-week timeline, ADIN coordinated a five-city communications campaign across Palm Coast and Orlando, Florida; Suffield, Connecticut; Las Vegas, Nevada; and Missoula, Montana. The campaign included strategic messaging developed with medical experts and company spokespeople; careful review to ensure communications aligned with applicable legal and regulatory guidance; on-site video production documenting the testing process; B-roll editing for regional television outreach; press materials for print, broadcast, and online media; and regional media relations supporting local market coverage.
The Outcome
Despite the extraordinary circumstances and compressed timeline, the campaign generated extensive local and regional visibility - 125 placements and more than 50 million consumer impressions in three weeks.
Why It Mattered
At a time when uncertainty dominated the news cycle, this campaign highlighted one organization's efforts to support its employees while maintaining business continuity. Beyond the media coverage, it demonstrated how thoughtful, responsible communications can build trust during periods of rapid change - especially when accuracy, credibility, and empathy matter most.
Crisis communications, medical-expert coordination, and regional PR executed in three weeks across five U.S. markets.
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