In the summer of 2020, JinJa Birkenbeuel got the assignment of a lifetime: Advocate Health Care, the largest healthcare system in Illinois, wanted her agencyBirk Creativeto develop a public-health campaign to educate Black and Latinx residents about COVID-19. The disease was raging in Illinois, and有色人种特别受到打击。伯肯贝尔（Birkenbeuel）和她的团队知道他们不能只是制作一张聪明的海报，并将其称为一天。
取而代之的是，他们采用了一个多阶段的运动，该活动使用自定义备忘录和简单的标签行“我们抓住了您”，以与历史上服务不足的社区相遇：在他们的手机上。“每个人都拥有的一种工具是手机，”伯肯贝埃尔说。“所以这是每个人都能理解的。”
该运动是2021年设计奖的决赛入围者大流行反应category. Here, Birkenbeuel walks us through her mobile-first strategy, why her team focused on female memoji, and why representation in advertising matters—but still has a long way to go.
德赢提款快速公司：您的设计简介是什么？
JinJa Birkenbeuel:最初的任务应该集中于病毒降低率 - [帮助]芝加哥黑人和棕色社区和伊利诺伊州部分地区的人们意识到未获得Covid-19的所需的东西。主要任务确实是媒体购买。但是在我的代理机构中，我们有很多经验在帮助客户到达历史上被忽视的社区。
So when I started understanding the results that they were looking for and the actual data points, I realized that this wasn’t just putting together a poster that said, ‘COVID-19 is here.’ At that point, it became less of them giving me a design brief and more of my team going back to the client saying, ‘This is what this assignment really needs to look like.’
因此，我们创建了设计简介，以与他们试图接触多少人保持一致。我们需要创建消息传递。我们需要创建品牌。我们需要创建一个呼吁行动。我们必须创建视觉上包括我们要达到的社区的图像。我们还必须考虑非传统的方式和方法来吸引我们的观众。将广告牌放在高速公路上，该公路正驶向机场，在一个大流行中，没有人飞行不再起作用。
What was the client’s response?
医疗保健行业的人们总是在危机中运作。他们正在努力挽救生命。在这种特殊的环境中，这不仅仅是挽救生命。该病毒周围存在绝对混乱。因此，这确实成为客户说的一个美丽的例子，说：“您知道什么，我们将共同努力，努力下降，弄清楚我们将如何真正完成这项工作。”
How early in the pandemic did you start working with them?
那是2020年的第三季度。2020年夏天，事情开始变得非常奇怪。每个人都病了。那太差了。从中得到的好处是，我们的代理机构和客户在我们拥有的预算之内竭尽所能，以达到尽可能多的人，而这些历史上忽略了疫苗接种率仍然落后的社区。
So was the goal to encourage vaccination? Or was it originally just, ‘Here’s what COVID is, here’s how to avoid getting it’?
We built a campaign intentionally so that we could transition because the pandemic was changing. The original campaign was awareness. ‘We need you to know that Advocate Health Care and the state of Illinois are partnering with you to help you get access to care.’ It was a virtual care program where people could make a phone call and say, ‘I have COVID-19, what do I do?’ And then they could get help.
The next phase of the campaign was bringing out some memoji to talk about things like, ‘What will happen when I get this vaccine? Will it give me COVID? If I take this vaccine, will I become sterile?’ There is all this false information going all over the internet. So, especially in the Black and Brown community, we were trying to think: What are some of the narratives that are taking place on a daily basis? Certain things are related to systemic racism. And that’s where we came in and said we need to get out there and talk about myth-busting. People couldn’t tell the difference between truth and fiction.
Real representation becomes very challenging when you’re dealing with public health. You get into questions like, ‘What faces do we do? What should their features look like? What about their skin or their hair or their gender?’ So instead we asked, ‘What are some of the better ways that we can create something visual that would be relatable?’
My mother is 82-years-old, and she sends me text messages sometimes with memoji alone. When you’re trying to reach historically ignored populations, the one tool that everyone has is a mobile phone. So this was something everyone could understand.
And we spent time trying to figure out the best representations. We thought about the audiences that the message would resonate with the most, and also the audiences and communities that would be able to spread the message the fastest. So we did have a higher concentration [of female memoji] because women are the ones who make decisions oftentimes about healthcare. I’m a mixed-race Black woman, and I spent a lot of time working on the Black woman [memoji] and making sure the details were right. I made sure she had lip gloss and I worked on her hair.
您已经说过，旨在吸引黑人和棕色观众的许多广告和设计都是陈旧，陈词滥调，并且充满了刻板印象。您以前看过什么，这是如何在这里提供其他方法的？
在美国，在创意方面，[黑人和棕色领导人]几乎没有代表。在广告代理商中发生的事情是您有很多白色的目光 - 白人认为黑人和棕色的人应该看起来像。因此，您让白人设计师为黑人消费创造东西，这是美国 - 有很多刻板印象，还有种族主义！
When I think about how I’ve always approached my work, especially when I’m talking about representation of Black and Brown people, I try to be as authentic as possible and show dignity, grace, and respect and not show the images I saw growing up—really inappropriate images of Black people in advertising.
对我而言，重要的是要在文化上尽可能多地看一下镜头。我有三个黑人儿子，像我一样多种族。我父亲是黑人，童年时代非常困难。我将镜头带到我的工作中，在那里我要在肤色之前看着该人的人性。但是作为一个黑人，我也在看他们的皮肤。我试图非常谨慎地表示。
And it sounds like you had to do a little bit of that work in this case too, because originally it was just the media buy, and you were able to convey to the client that if they want to reach Black and Brown residents, they needed to go bigger.
When I go into assignments for clients, I’m always thinking longer-term, bigger picture. Especially for something like this. We’re in a pandemic. This is a virus that is taking people out by the millions. This is not an assignment that I looked at and thought, ‘We’re just going to throw up a couple of billboards and hope that somebody makes a phone call.’ This was 2020. This was the world of George Floyd and Breonna Taylor and a public health catastrophe that was negatively impacting historically ignored communities in particular. I took the assignment very, very seriously. This was a life and death branding assignment.
查看更多德赢提款快速公司s2021年设计奖的创新。我们的新书，德赢提款快速公司创新设计：改变我们生活和工作方式的创意(Abrams, 2021), is on sale now.