Shortly after news of coronavirus cases broke in the U.S., the Ad Council quickly rallied our partners and resources to produce critical public health messaging. The Ad Council has a longstanding history of responding in times of need - dating back to civilian mobilization during World War II, to the polio and the AIDS epidemics, to Hurricane Katrina, 9/11 and Hurricane Sandy. But since the outset of the COVID pandemic, what would usually have taken weeks to develop only took days. In this presentation, we'll discuss how an agile mindset and agile research tools helped us execute a rapid-response effort that delivered compelling, relevant, and life-saving messages to the American public.
Attendees will learn:
• How to work at rapid speed without sacrificing audience feedback.
• Examples for where and how to incorporate audience feedback throughout your process, even in the age of a pandemic.
• Tips for helping your organization adopt an agile mindset.