Aerien Mull, Brunet-García Cristy Sorenson, iHeart Media/Unified Partnerships

Don’t Stop: How We Leveraged Strategic Partnerships and Innovative Creative Strategy to Break Through the Clutter of Rapid COVID-19 Communication

STAFFORDSHIRE April 20, 2022 11:15 am - 12:00 pm

Bookmark and Share

Aerien Mull
Cristy Sorenson

When COVID-19 hit, iHeart Media, the #1 audio company in the US, created The Media Saving Lives Coalition. This team was in a unique position to leverage their diverse and widespread media partnerships to altruistically target the youth and young adult audience that was particularly resistant to the CDC’s “stay-at-home” and safety recommendations. Brunet-García created an empowering campaign that was able to remind us all that even though it felt like our worlds had stopped, we didn’t have to stop singing, creating, or connecting—we just needed to stop the spread, together. The efforts were able to bring everyday heroes and an impressive swath of iHeart entertainers together in a matter of days, and the campaign was rolled out in an unprecedented amount of audio, digital, and out-of-home media space across the country. The award-winning effort garnished over 1.5 billion impressions, all with donated time, effort, and media.