The LifeBridge Health system has been kicking into high gear to help those affected by COVID-19 across Baltimore and StrawberryFrog has kicked into high gear with them to create a new campaign in just a couple of weeks from brief to launch. The role of health leaders is not just to Care Bravely ourselves, but to reassure Baltimore that with this city’s fighting spirit, care can overcome fear.
This is a time when we need to lean in to being kinder, more generous, and vigilant not to spread the virus. If we Care Bravely for one another, we come together even while staying apart.
The Care Bravely movement has come to life through a series of print ads, radio, and a powerful TV spot covering relevant topics such as self-isolation, self-care, and a thank you from the doctors and nurses to the public for fighting alongside them.
In the midst of the COVID-19 pandemic, LifeBridge Health, the leading health services organization in Maryland and StrawberryFrog, its Movement Marketing Agency shot a short this film in the middle of the pandemic, actually shot inside one of Baltimore's LifeBridge Health Hospitals with real health-care workers battling Covid. This sixty second film was shot in real-time, on the front line inside LifeBridge Health with real caregivers. Each of the caregivers were asked to step inside a “Care Booth” at the end of their shift...exhausted, human, raw. Shot on site at a LifeBridge Health facility, in accordance with the COVID-19 safety protocols by Tyler DeAngelo, StrawberryFrog’s ECD and renowned National Geographic photographer, anthropologist, and Pulitzer Center grantee Joshua Cogan. The StrawberryFrog team were simultaneously on a live video feed to see the footage being captured in real-time.