Every Canberran was directly affected by the sudden onset of COVID-19. In just days, routines were up-ended, anxiety was high, and the fear of getting or spreading the virus was palpable. Canberrans needed to hear they were not alone, that there was leadership, direction, and hope.

CRE8IVE was proud to be given the responsibility of crafting this message to reassure and galvanise our community in the face of a global pandemic.

We identified the need for immediate messaging to empower all Canberrans to act towards a collective goal. We needed to build sentiment that despite the challenges we faced, we have what it takes and that our combined action will see us through. Our approach was underpinned by a comprehensive and well-planned communications strategy.