Providence Health St. Mary’s: “Mask Up With Pride” COVID-19 Awareness Campaign
During the COVID-19 pandemic, Providence Health St. Mary’s launched Mask Up With Pride, a community-focused awareness campaign designed to encourage mask usage while honoring cultural identity and collective responsibility. The campaign needed to feel informative, approachable, and respectful, while remaining visually engaging across multiple touchpoints.
I worked on the creative development and execution of campaign assets that could be deployed throughout the hospital and surrounding community.
Process & Challenge
The primary challenge was creating a public health message that felt supportive rather than directive during a highly sensitive and emotionally charged time. The campaign needed to encourage mask usage without relying on fear-based messaging, while remaining inclusive and culturally aware.
A key part of the approach was featuring real community leaders and individuals who actively serve the community in the campaign photography, rather than professional models. This decision helped ground the message in authenticity and trust, reinforcing that the campaign was created with and for the local community.
The visual system was designed to feel human, warm, and pride-driven, while remaining clear and adaptable across multiple formats and environments.
Final Deliverables
Outcome & Impact
By centering real community members in the visuals, the Mask Up With Pride campaign fostered a sense of shared responsibility and credibility. The materials were deployed throughout hospital spaces and community settings, helping reinforce public health guidance in a way that felt personal, respectful, and locally rooted.