Global Media, Technology and Entertainment Leaders Pledge Over 1 Billion Impressions to Help Slow the Spread Of COVID-19 among Generation Z and Millennials*
Anne-Marie, Backstreet Boys, Camila Cabello, Demi Lovato, Luke Combs, Mariah Carey, Papa Roach, Sam Smith, Tim McGraw, Tori Kelly and More Lend Their Support To “Don’t Stop” PSA Campaign
New York (May 5, 2020) – Today, MediaSavingLives, an alliance of leading global media, technology and entertainment companies, announced their support of the Centers for Disease Control and Prevention’s (CDC) efforts to help younger Americans embrace their role in slowing and stopping the spread of COVID-19.
Formed in mid-March and organized in conjunction with iHeartMedia, the number one audio company in the United States, and ICX Media, a leader in audience, content intelligence and analytics, the MediaSavingLives Alliance is committed to supporting the public throughout the pandemic and beyond and will evolve its youth-targeted messaging focused on staying home, testing and eventually vaccination. Other Founding Alliance member companies include ZypMedia, Rubicon Project /Telaria, SpotX, Yieldmo, OUTFRONT Media, GroundTruth, Division-D and Zeta Global.
MediaSavingLives adopts a data-driven approach to identifying target audiences and messaging that will yield the greatest public impact. Research shows that Millennials are more likely to feel invincible, leading them to be less likely to follow the CDC’s recommendations about how to stop the spread of COVID-19.
The Alliance’s first public service campaign, “Don’t Stop,” which specifically aims to reach Generation-Z and Millennials, was released today. The radio, outdoor, digital and social creative encourages resilience, connection and social creativity in adopting self-isolation practices during the pandemic. The compelling ads feature ordinary people and celebrities including Anne-Marie, Backstreet Boys, Camila Cabello, Demi Lovato, Luke Combs, Mariah Carey, Papa Roach, Sam Smith, Tim McGraw, Tori Kelly and more.
The campaign demonstrates how people are adapting to their new environments amid varying state-mandated COVID-19 restrictions, and provides hope and inspiration to stay at home and stop the spread. The goal is to empower young adults to focus on helping their communities by contributing their talents and supporting those they love during the crisis.
“Don’t Stop,” which was created and donated by Brunet-García, a social impact marketing agency, will be distributed through a wide variety of channels, including digital, mobile, pre-roll video, connected and local television, broadcast radio and out-of-home digital assets.
All future Alliance messaging will be developed in response to the current state of the pandemic and will take into consideration data trends and private and public feedback from government and health officials. Sensis, an integrated cross-cultural marketing agency will provide strategic direction by combining data intelligence with relevant cultural insights.
The coalition aims to deliver one billion media impressions over the next three months on behalf of federal, state and county health initiatives. The creative displayed on the various platforms will drive the audience to coronavirus.gov or a specific state or county website endorsed by the local health departments.
“We are grateful for all of the efforts of our partners in the MediaSavingLives Alliance,” said Serge Matta, CEO of ICX Media. “I am proud that, together, we can inspire hard-to-reach and at-risk young adults to make impactful daily choices and to acknowledge that small moments of empowerment and resourcefulness can save lives.”
“MediaSavingLives is passionate and committed to support our health experts, government officials and essential workers in our collective efforts to protect our global citizens from the COVID-19 pandemic,” said Greg Ashlock, President, iHeartMedia – Markets Group. “We are grateful for the sacrifices so many citizens are making to support public safety, and to those who are self-isolating, we say – Don’t Stop!”
ABOUT ICX MEDIA:
ICX Media is a leading audience, content intelligence & analytics company based in Washington, DC and New York. Led by a team of industry veterans, ICX Media helps media & entertainment companies, brands and agencies create, distribute and promote more effective and engaging videos across a vast array of social, mobile and streaming/OTT/CTV services and channels. Using sophisticated proprietary data science and machine learning/AI, the ICX Media platform empowers video content producers and distributors to better understand their audiences and create more engaging and effective content for those audiences. The platform also enables media & entertainment companies and brands to better market to their target consumers and audience.
ABOUT BRUNET GARCIA
Brunet-García applies exceptional strategic creativity to some of the most complex issues affecting our nation today. We strive to make a difference by focusing our energy in areas of social impact. We translate complexity into understanding; create life-changing communications that resonate across communities and cultures; reach audiences with innovative multi-channel outreach strategies; and inspire action. Learn more by visiting www.brunetgarcia.com
ZypMedia is a programmatic advanced TV platform for local media companies connecting advertisers with their audiences across all screens with a reach of over 90 million households and 620 million unique devices. The ZypMedia demand-side platform was purpose-built to address the unique requirements and complexities of local advertising with an emphasis on premium OTT content and applications.
ABOUT RUBICON PROJECT/TELARIA
Rubicon Project is the world’s largest independent sell-side advertising platform, following its recent merger with CTV leader Telaria in April 2020. The company provides global publishers with the technology and expertise to manage their premium content and leverage data across all screens and formats, including desktop, mobile, audio and CTV, in a transparent environment.
SpotX is the leading video advertising platform shaping digital video and the future of TV globally. SpotX has joined the MediaSavingLives Alliance to share the latest information about COVID-19 to educate young Americans and help prevent the spread of the virus. Video ads with youth-targeted messaging will run across SpotX’s platform in both over-the-top (OTT) and online video inventory available thanks to the generous donations by various media owners.
Yieldmo is one of the world’s fastest-growing digital advertising and attention analytics companies. Agencies and brands use their premium marketplace to create, measure, model and optimize their campaigns for unmatched scale and performance. Underpinned by AEROS Attention Analytics℠, advertisers can now truly understand how consumers are interacting with ads before they click, and after the initial view. Yieldmo ultimately delivers better results by harnessing the power of attention data to drive superior audience engagement and targeting. Visit www.yieldmo.com to learn more.
ABOUT OUTFRONT MEDIA:
OUTFRONT leverages the power of technology, location and creativity to connect brands with consumers outside of their homes through one of the largest and most diverse sets of billboard, transit, and mobile assets in North America. Through its technology platform, OUTFRONT will fundamentally change the ways advertisers engage audiences on-the-go.
GroundTruth is the leading global location technology company for driving online & offline visits and sales. Using their proprietary Blueprints mapping technology, along with a patented location verification process, GroundTruth is able to reach mobile users in the real world, providing a trustworthy and actionable understanding of local communities. GroundTruth’s platform captures 2 out of 3 smartphone users in the U.S and more than 30 billion global physical visits annually.
Founded in 2003, Division-D functions as a full-service digital media partner specializing in unique ad placements, innovative targeting strategies and results-driven customer service. Division-D has supported national advertisers and advertising agencies to strategically plan and manage their digital marketing initiatives across multiple platforms, currently including video and Connected TV, streaming audio, mobile, display, social and search.
ABOUT ZETA GLOBAL
Zeta Global is a data-powered marketing technology company that combines one of the industry’s largest consumer data sets (2.4B+ identities, of which 750M+ are deterministic) with results-driven Artificial Intelligence to unlock consumer intent, personalize experiences and power business growth for Fortune 1000 companies, such as GM, Wyndham, Sprint and Progressive. The company’s highly-rated Zeta Marketing Platform has been recognized for its data and omnichannel offerings in multiple analyst report, competing with marketing platforms such as Oracle, SAP, Salesforce and Adobe as well as programmatic platforms, including The Trade Desk. Founded in 2007 by David A. Steinberg and John Sculley and headquartered in New York City, the Company employees 1400+ digital marketing experts in twenty-five offices on four continents. For more information, visit www.zetaglobal.com.
Sensis is an integrated cross-cultural marketing agency. We connect brands with people, through meaningful marketing that builds sustainable demand across cultures. We create marketing that looks beyond demographic categories. People don’t live in cultural boxes. The choices they make—especially in a digital world--are continually driven by the intersection of cultures. So, we look for cross-cultural insights to inform all our work, giving purpose and emotional resonance to technical connectivity. Sensis works across a number of industries with a focus on healthcare, financial services, CPG, education, and energy/utilities. Based in Los Angeles, Sensis has offices in Washington DC, Atlanta, Austin and Little Rock. Agency clients include AT&T, the U.S. Army, Sempra Energy, AltaMed, Texas Tech University, the CDC, and Calbright College.
*= Audiences Defined as Ages 18+