The slogan, Keep Portland Weird, is part of the culture of Wieden + Kennedy’s home city, which is the largest city in the US state of Oregon. What began as a call to action promoting local business has become a motto for Portland that embraces self-expression, artistic expression and lifestyle choices outside the norm.
Now Wieden + Kennedy has given it a new purpose in its public awareness campaign for Oregon governor, Kate Brown, and the Oregon Health Authority, to encourage social distancing. The slogan appears with “weird” crossed out and replaced by “alive”.
The full campaign also warns people about the consequences of ignoring social distancing rules:
And it shows off what the agency excels at, unadorned everyday messages that hit a home run with their directness. The all typography campaign TVC prints out a stark message that ends with the warning, “It’s up to you how many people will live or die.”
A second part of the campaign highlights the essential workers on the front lines fighting COVID-19: health care workers, first responders, grocery store employees…
W+K’s Stay Home, Save Lives campaign will appear on television, radio, on social media, and online.
Wieden + Kennedy worked pro bono on the campaign. Oregon Health & Science University provided information and insights from doctors and scientists.