ACT Against COVID-19
Brand creation + naming + messaging strategy + creative concept + website + campaign.
a vital resource for public health
Quest Diagnostics, a lab with the most extensive clinical testing network in the U.S., engaged Audacity Health during the early stages of the COVID-19 pandemic. There was a lack of understanding and conflicting views among public health officials and the general public regarding the value of antigen and antibody testing in the fight against COVID-19. Quest desired to drive public awareness on the role of comprehensive testing protocols in mitigating health and economic impacts.
strategy
creative
digital media
website design
The Alliance for Comprehensive Testing (ACT)
Audacity developed the Alliance for Comprehensive Testing (ACT) against COVID, a new coalition brand built with the purpose of communicating the benefits of COVID-19 testing in the context of the active pandemic. This process included strategic messaging, creative concepting, an educational microsite, a digital media campaign, and numerous supporting collateral. As a result of this project, Quest built a strong platform to attract high-caliber alliance partners and educate key stakeholders.
building a trusted source
With an audience seeking accurate information in a conflicting informational landscape, Audacity focused on developing a trustworthy brand through objective, non-promotional messaging, human-forward imagery, and friendly colors. Custom iconography supported the Alliance’s educational and accessible objectives.
The design mark tells the story of ACT against COVID. When viewed as a whole, the design mark forms a letter ‘C’ to represent COVID-19. In the details, three nodes come together forming a target. These nodes represent PCR, antigen, and antibody testing — the three types of testing needed to target and combat the pandemic effectively.
making an impACT
Every precaution that a person takes, including comprehensive testing, is important. We focused on creating an information architecture that would guide each unique user to the appropriate resources, whether a community member or public health official. The homepage features a masked person looking directly into the camera as a means to express confidence in facing pandemic mitigation efforts head on.
right test, right time tool
With so many real-time developments during the pandemic, understanding and selecting the right COVID-19 test option could be a challenge to navigate. Audacity developed a non-product focused, interactive tool to help individuals and businesses find the appropriate test type given their specific circumstances.
