LevLane was approached in mid-March by National Church Residences, the parent company of our client First Community Village in Columbus, Ohio, and asked to create a PSA program to promote social distancing for the benefit of the older adults who are at highest risk from succumbing to COVID-19. Rather than taking a remonstrative tone, the resulting campaign, which is running in print, digital media and broadcast radio in Ohio, Florida and Georgia, adopts an aura of gratitude, thanking consumers on the part of seniors for what they haven’t done by staying home and practicing social distancing. Work is presently underway on a second phase of messaging with a focus on mask-wearing.