Teens and tweens with cystic fibrosis (CF) are trying to teach other teens a thing or two about social distancing as part of The Social Distance Squad, a program developed by AREA 23, an FCB Health Network company, in partnership with five leading cystic fibrosis (CF) nonprofits. The program positions kids with CF as social distancing experts who can help other teens cope with social distancing measures brought on by the COVID-19 pandemic. Individuals with CF are required to social distance due to their genetic condition. AREA 23 recognized that a team of young CF teens and tweens could help other teens by banding together to share their lockdown tips, wisdom and support.
The outbreak of COVID-19 and the need to implement social distancing measures has hit teens especially hard. They have been cut off from their social circles during their formative years, missed out on key events and have been left searching for guidance on how to be social while social distancing. Identifying this need, AREA 23 brought together Claire’s Place Foundation (Los Angeles, CA), Piper’s Angels (Jupiter, FL), the Bonnell Foundation (Detroit, MI), Attain Health (Red Lodge, MT) and the Boomer Esiason Foundation (New York, NY).
AREA 23 developed a creative, multichannel platform that elevates young people with CF to the role of thought leaders and influencers, providing expert advice to teens as members of The Social Distance Squad. This platform facilitates the sharing of encouraging and inspiring stories, and quick tips ranging from how to stay connected and happy during lockdowns, to how to talk with friends about agreeing to social distancing ground rules to safely visit or get together. They have connected with teens through social media videos, virtually visiting learning institutions, and by providing a direct pathway for young people to share what they are struggling with related to their COVID-19 world and ask for personalized advice from The Social Distance Squad.
“The reaction has been immediate. We’ve seen kids in virtual classes express a different outlook after meeting with the Squad, seeing opportunities instead of frustrations,” said Logan Allanson, AREA 23 Creative Director and Cannes Lions 2019 Grand Prix winner. “And it’s not just kids being uplifted, but teachers and parents too. We could all learn a lot from the Squad.”
The Social Distance Squad first connected with teens in early Spring and has been expanding ever since. Originally, the CF experts partnered with teachers to make appearances in virtual school classrooms across the country, where they led interactive Q&A sessions and shared the tips they’ve honed from their lifetime’s worth of experience with social distancing to stay healthy. As the campaign evolved, members of the Social Distance Squad created and shared video lessons about staying healthy and happy on Instagram, YouTube, Snapchat and TikTok. With the most recent expansion, teens can now sign up for mediated one-on-one and group sessions with Squad members to request expert advice on the areas that have been their greatest concern. As the program continues to expand and evolve, more teens can join the Squad to share their tips and experiences.
“With each iteration, we’re continuing to find new ways for young people and the general public to learn from the Social Distance Squad,” said AREA 23 Creative Directors Andy Gerchak and Pamela Savage. Their cystic fibrosis may put them at higher risk of lung infections, but it’s also made them uniquely qualified to help everyone stay safe and happy.”
“To be able to spread my knowledge and lifelong experiences of social distancing with teens and young adults has been tremendously impactful for both me and the participants,” said Leah Schwanke, a senior member and mentor of The Social Distance Squad. “I hope my lockdown lesson shows teens that you can live a purposeful and happy life while maintaining social distance precautions. Young people need to know that the CF community has been doing this for years. If we can do it and stay happy and healthy, they can do it too.”
In addition to helping young people cope with the newfound challenges of social distancing, the initiative serves to raise awareness and increase understanding among the general public of the strength, innovation and positivity of the CF community.
CREDITS
AREA 23, an FCB Health Network company
Tim Hawkey – CCO
Jay Gertelman – ACD
Logan Allanson – SVP Creative Director
Andy Gerchak – SVP Creative Director
Pamela Savage – SVP Creative Director
Eduardo Tavares – VP CD Design
Meghan Patenaude – ACD
Roberta Totaro – Art Supervisor
Angela Williams – Copy Supervisor
Lydia Sine – Account Supervisor
Jennifer Ma – SVP Director Integrated Production
Miona Mui – VP Director Integrated Production
Paddy Giordano – Senior Producer
Cassie Diehm – Senior Producer
Keith Haitkin – Senior Producer
Bill Hanff – VP Director Technology and Digital Production
Arthur Daraujo – ACD Art and Design
Emily Carman – Group Art Supervisor
Katelyn Baumann – Senior Art Director
Sarah McKinnon – Art Director
Carolina Sanchez – Junior Art Director
Patrick Egan – Junior Copywriter
Omar Inca – Junior Art Director
Sabrina Koenig – Junior Art Director
Sarah Vallecillo – Junior Copywriter
Ethan Victor – Junior Copywriter
Ronnie Caltabiano – VP ACD
Anna Lopez – VP Senior Producer
KC Dickerson – SVP Group Engagement
Studio Rx, an FCB Health Network company
Paul Belliveau – VP Creative Director Content
Max Wolkowitz – Motion Graphics Designer
Joel Stearns – Audio Engineer
Kelly Rice – Executive Producer
Mara Chase – Producer
Gary Greco – Editor
FCB Global
Fred Levron – Global Creative Partner
Melanie Mitchem – Global Communications Director
Marisa McWilliams – Corporate Communications Manager
Crew Cuts
Gwen Grillo – Editor
Liam Fitzmaurice – Editor
Jesse Samaritano – Editor
Diana Seldin – Editor
Nancy Jacobsen – Producer
Michelle Bellaff – Producer
