In early 2020, as the coronavirus pandemic was impacting every aspect of life in Southern California, The San Diego Foundation COVID-19 Community Response Fund was created, deploying resources on a rolling basis to non-profit organizations that are supporting low-income workers, families and vulnerable communities most affected by the coronavirus crisis. 62ABOVE was asked to create a campaign to encourage donations to the Fund.
In the matter of days, the campaign Better Together was created and deployed using digital, print and video assets. With San Diego observing stay-at-home orders, 62ABOVE created unique video assets, including a :30 PSA, using remote technology. Shot entirely on mobile phones, the production team cast and directed the talent over Zoom. 62ABOVE quickly evolved the campaign. Better Together became Together = Better. This new and positive message also meant the creation of new assets. This time, the production team shot around San Diego, observing the safest COVID-19 protocols for production.
While results are proprietary, this effort was one of The San Diego Foundation’s most successful fundraising efforts, raising 10s of millions of dollars in just a matter of weeks.