Be Kind Campaign
A statewide kindness campaign created and launched in weeks to support Maine retailers during the 2020 reopening.
As Maine reopened for business after the pandemic lockdown, retailers faced pushback from customers over the state's mask and social distancing guidelines. The Portland Regional Chamber of Commerce, the Retail Association of Maine, and the Maine Grocers and Food Producers approached NEMA for help supporting their members.
After collaborative meetings and research, the team landed on Be Kind: an emotional appeal to everyone's good nature, designed to complement the state's educational campaign. NEMA created the campaign, executed the design, and launched it in a very short amount of time.
Launched through social media and a press release, the campaign garnered media exposure from almost every major outlet across the state.