Back to Work

Our communities needed support. We had an idea.

In early 2020, with the coronavirus pandemic impacting every aspect of life in Southern California, The San Diego Foundation created the COVID-19 Community Response Fund to deploy resources on a rolling basis to non-profit organizations supporting low-income workers, families, and vulnerable communities most affected by the crisis. 62ABOVE was asked to create a campaign to encourage people to help. As a San Diego creative agency, this was a challenge we were especially passionate about—and one we were made for. The most important part? The region responded.

Bringing People Together. While Staying Apart

In a matter of days, the Better Together campaign was created and deployed with digital, print, and video content. With San Diego observing stay-at-home orders, 62ABOVE created unique video assets, including a :30 PSA, while staying fully remote. Shot entirely on mobile phones, the production team cast and directed the talent over Zoom. We quickly evolved the campaign, with Better Together becoming Together = Better. Of course, this positive new message also meant a need for new assets. This time, the production team shot on-location around San Diego, observing the safest COVID-19 protocols for production.

An Impact Felt All Over The San Diego Region

  • One of The San Diego Foundation’s most successful fundraising efforts to date
  • Tens of millions of dollars raised in a matter of weeks
  • Crucial support given to the local communities that needed it most.