PHHL
DAWN OF VIGILANCE
public health, rendered in hero form
public health, rendered in hero form
OVERVIEW
CCDPH needed noise.
not panic. not fear.
clarity. style. signal.
we launched PHHL — a public health cinematic universe
built for scroll-speed attention + long-form recall
not panic. not fear.
clarity. style. signal.
we launched PHHL — a public health cinematic universe
built for scroll-speed attention + long-form recall
THE CHALLENGE
public health campaigns feel like PSA spam
underdesigned, overexplained, ignored
audiences (esp. Gen Z) tune out before the second beat
we needed to glitch the system
→ reframe health as story
→ heroify the role of the system itself
underdesigned, overexplained, ignored
audiences (esp. Gen Z) tune out before the second beat
we needed to glitch the system
→ reframe health as story
→ heroify the role of the system itself
EP 1: Dawn of Vigilance
EP 2: Smoke & Mirrors
EP 3: Outbreak Unraveled
EP 4: Lurking Lead
THE INSIGHT
people don’t want lectures
they want characters
they want conflict, style, texture
so we built a league — fictional, but not fake
the heroes were already out there
we just gave them capes (and screens)
they want characters
they want conflict, style, texture
so we built a league — fictional, but not fake
the heroes were already out there
we just gave them capes (and screens)
THE IDEA
DAWN OF VIGILANCE
a campaign masked as entertainment
4 episodes, 5 platforms, 1 underlying truth:
protection is power
a campaign masked as entertainment
4 episodes, 5 platforms, 1 underlying truth:
protection is power
BELIEF
health isn’t invisible.
and heroes shouldn’t be either.
and heroes shouldn’t be either.
EXECUTION
content ecosystem:
:30 spots built like trailers — “Dawn of Vigilance,” “Smoke & Mirrors,” “Outbreak Unraveled,” "Lurking Lead"
visual system = dark tones, red accents, system UI overlays
TikTok videos as micro-narratives
OOH copy coded in minimal declaratives (→ Healthier Communities Start Here)
media flight:
paid impressions: 65M+
OTT VCR: 98%
display CTR: 0.12% (vs. 0.08%)
FB + TikTok reach: 5.6M+
OOH rollout:
36M+ impressions via bus shelters
8.3M+ via bulletins
4.5M bonus via community boards
all placements location-optimized for lived context (grocery, gyms, streets)
RESULTS
17.6-point lift in awareness (Lucid)
65.1M impressions
highest TikTok performance from EP 3
all display sizes outperformed benchmarks
CLOSING CODE
PHHL reframed public health from noise to narrative
we didn’t tell people what to do
we just showed them who already was doing it
we didn’t tell people what to do
we just showed them who already was doing it