In response to Covid-19, the Cayman Islands Government implemented a strategy of early social distancing, based remaining at home unless you were deemed essential.

The CIMDS wanted to throw their weight behind this by presenting a united front aimed at getting people to stay at home for the sake and benefit of the community.

We chose to build a campaign around the simple hastag #StayHomeCayman, with a video encompassing lots of doctors from all types of practises and providers.

Sounds simple, until you realise we wanted to go from a standing start to release in just 24-hours, with nobody organised (or even defined).

We achieved that using our contacts and contacts of contacts, presenting two locations and mustering people around distinct timeslots, all with some carefully planned social distancing and enhanced hygiene.

You can see the result for yourself and I can confirm that we did make that 24 hours, released it through social media and contacts and it went on to achieve 14,400 plays or nearly 25% of the population, to put it in context.