Midtown Alliance

MIDTOWN ATLANTA

We created three campaigns for Midtown Alliance, which showed the progression of the COVID-19 pandemic and messaging to engage the community.

Phase 1: Keeping spirits up

Four months into the pandemic, there was a pervasive uncertainty and malaise. The shelter-in-place policies had entered their second month and began to weigh on the spirit of Midtown Alliance residents. Creative Outhouse helped Midtown Alliance stay ahead of the curve by finding ways to keep residents connected and engaged. In Phase 1, we created motivators to keep people feeling positive like the #MidtownPlaylist, where people could submit songs that inspired them and lifted their spirits.

Phase 2: Promoting safety with fun

When wearing masks became a political and incendiary topic, we were the first to create messaging that appealed to people no matter what they believed about masking in public. The messaging focused on one aspect of the COVID-19 crisis that we all agreed on: No one wanted another shutdown. As in Phase 1, we found ways for people to engage, including sidewalk games that encouraged dance-offs and distance hugging.  We also partnered with local organizations like the Atlanta Botanical Garden and Whole World Improv Theatre to share the community message.

Phase 3: Looking to a better future

As things started to open up, Midtown Alliance again stayed positive and focused the community on better days. The “onward” campaign helped launch several initiatives to get people back to Midtown to enjoy all that it offers.