One of the more difficult aspects of communication during a pandemic such as Covid-19 is that the landscape, and therefore the comms, is constantly changing, and fast. This requires a creative and production methodology that’s reactive and efficient when it comes to getting out messaging as the stakes are often high, the information is new, and the need to get it out is urgent.
Understandably the range of safe behaviours that needed to be communicated were multiple, as there were so many aspects of safety procedures at school that parents needed to be reassured about. At the same time, the need to get this information out quickly was paramount. As such, we were tasked with creating and executing a multi-faceted campaign, with videos and stills, in just five days from start to finish.
Our pieces of content were short and sharp, breaking down key messages into basic communication that was easy to understand. We had to be super efficient compressing the necessary information into videos that were easily snackable. Fortunately, social distancing actually helped. We were able to use the negative space between people in each shot as a canvas for text to reinforce correct, safe behaviours.
With an extremely truncated timeframe, social distancing required amongst crew and talent, and with some elements of creative having to be workshopped just as cameras got rolling, Paper Moose and NSW DoE executed important messaging with professionalism, proving a knack for calm and extreme adaptability.