As more and more people stay inside their homes to slow the spread of COVID-19, ViacomCBS is unveiling a PSA campaign that aims to “communicate the importance of social distancing” at such a crucial time.
The effort is being led by the company’s portfolio of entertainment and youth brands—which includes MTV, Comedy Central, CMT and VH1—in partnership with the Ad Council.
As of now, the campaign includes a set of fairly generic mobile ads that encourage people to stay home, regardless of whether or not they have symptoms. Each ad includes the hashtag #AloneTogether and the following message: “We’ll be here to keep you company.”
The ads are running on social via the various channels’ accounts. Individual series, such as Siesta Key and Martha & Snoop’s Potluck Dinner Party, are also sharing the ads. A ViacomCBS spokesperson said the ads are also being supported with digital paid media for now.
The campaign was created and produced internally by MTV’s digital and creative leads. According to ViacomCBS, the #AloneTogether campaign will include a number of other elements, including live takeovers from music and celebrity talent, daily engagement through series’ social accounts and profiles of young people who are making a difference through this pandemic. Celebrities including Trevor Noah and David Spade, both of whom have their own shows on Comedy Central, have already posted content in support of the campaign.
Other campaign elements slated to roll out in the coming weeks include a TikTok #AloneTogether challenge and a YouTube Live “Chill Out 24 Hour Livestream.”
ViacomCBS said it is developing a toolkit of creative assets so that the campaign’s messaging can be used by other cable, broadcast, digital, social and audio companies. The PSA is also being tailored and supported by some of the company’s other properties, including Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime. Additionally, the Ad Council is working with ViacomCBS to extend the effort through its network of national media partners, platforms and influencers.