'Don't accidentally kill someone,' says W+K's COVID-19 campaign for the residents of Oregon

The Governor of Oregon's office has called on one of its state's best-known companies—Wieden & Kennedy Portland—to create a campaign informing residents to stay home during the coronavirus pandemic.

The agency, which had an existing relationship with Travel Oregon, has created a set of posters and door hangers that residents of Oregon can download and print at home. Designs in strong black-and-yellow colors, reminiscent of emergency tape, include one that reads "Keep Portland Weird" with "weird" crossed out and replaced by "alive" while others, designed to be displayed on the outside of homes, read "Essential workers. Thank you for allowing my family to be safe and inside."

There are also two PSAs that will appear on television,on social media and online. One (above) reinforces the message of social distancing with the stark line "don't accidentally kill someone" while the other  highlights the role played by essential frontline workers.

The campaign was created pro bono, together with Oregon Health & Science University, which provided information and perspective from doctors and scientists. 

“We created this campaign with the Governor because we don’t want to look back and wish we had done more," said Jason Bagley and Eric Baldwin, executive creative directors at Wieden &Kennedy Portland, in a statement. "We have a lot of heart for Oregon and all who live here, and we know that staying home will save lives. This campaign provides clarity and conviction around what staying at home means—and how we all have a role to play to help our community."