Kaiser Permanente

Owning the Covid-19 Curve

We helped healthcare giant Kaiser Permanente own TikTok to inspire healthy behavior in young adults and help slow the spread of COVID-19 for the greater good.

A Global Pandemic

The number of Coronavirus cases in the country ticked upward at an alarming rate. Young people seemed disinterested in the high-stakes of COVID-19.

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Talking to Gen-Z'ers

How do we get young people who think they’re invincible to save themselves and each other? You show up where they are – and challenge them.

Enter TikTok.

So we launched the TikTok Hashtag Challenge #OwnTheCurve and partnered with 19-year-old influencer Addison Rae to start a movement through her 35+ million followers.

Rae became the catalyst of this PSA-style crowdsourced campaign that combines public health and creativity – encouraging young adults to stay at home to slow the spread of COVID-19.

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A Total Market Approach

Our target audience was not one-size fits all. So we partnered with diverse influencers to reach all the various groups within Gen Z for a total-market approach.

And amplified our messaging across all social channels – Instagram, Twitter and YouTube – repurposing UGC content as paid video ads.

the results


Impressions (In first 2 days)


Video creations (In First 2 days)

8 Billion

Views To Date

The Biggest

Crowdsourced PSA in history

More Work


Digital // On-Air // CRM

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Harley Davidson

Digital // On-Air // Print

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