Work
COVID fatigue is real, but so are the treatments. Pushing through that barrier with a sing-along? Now that’s contagious in the best way.

While COVID is still among California’s top five causes of death, awareness was needed to build demand for available COVID treatments, particularly among communities that have been disproportionately impacted by the virus and historically underserved by the medical system. DC was named lead creative and media agency for the California Department of Public Health’s statewide campaign.



With low awareness of COVID therapeutic treatments like Paxlovid, this campaign aims to normalize testing and treatment as soon as people notice symptoms — and encourage Californians to ask their doctors for COVID treatments.
To break through COVID fatigue and complacency, we took an uplifting approach to a topic most people want to avoid. Inspired by memorable devices like “Stop, Drop and Roll,” the song’s hook ‘Test It. Treat It. You Can Beat It,’ is the campaign’s jovial rallying cry. Grounded in the insight that target Californians are concerned about missed work — and lost income — disincentivizing them from testing when they have symptoms, the campaign’s two colorful, music video-inspired TV spots instead feel like a dance party featuring real Californians getting down to an original song.
Working with our multicultural agency partners, Barú, APartnership and Nuna, and casting real people with a range of backgrounds — age 50+, LGBTQI+, Black, Latine, Asian American and Native American — DC aims to ensure all Californians can see themselves in the work.




DC led the media strategy and buy across TV, connected TV, radio, social media, print and digital OOH for point-of-care screens, health kiosks, gas toppers, and hyperlocal newspaper print ads in tandem with our multicultural partners, who also developed media strategies and culturally relevant versions that took inspiration from our original song for in-language creative in Spanish, Chinese (Mandarin and Cantonese), Vietnamese, Korean and Tagalog. While PR partner RALLY generated earned media coverage throughout the state.
DC led the media strategy and buy across TV, connected TV, radio, social media, print and digital OOH for point-of-care screens, health kiosks, gas toppers, and hyperlocal newspaper print ads in tandem with our multicultural partners, who also developed media strategies and culturally relevant versions that took inspiration from our original song for in-language creative in Spanish, Chinese (Mandarin and Cantonese), Vietnamese, Korean and Tagalog. While PR partner RALLY generated earned media coverage throughout the state.
All work drives audiences to visit www.YouCanBeatIt.org to learn more about COVID therapeutic treatments.


