As testing became a critical component of flattening the COVID-19 curve in New York City, MSA was asked to construct a media strategy designed to reach as many New Yorkers as possible, particularly in the hardest hit communities.
Within ten days, we were on the air with TV and radio spots urging New Yorkers to get tested. In the following weeks, the city was blanketed with hyper-targeted messaging in multiple languages that included billboards, convenience store signage, murals, street furniture, subway station take-overs, illuminated trucks in every borough and much more.
The media buy resulted in over 2 billion impressions and nearly 90% of New Yorkers with knowledge of the program.
