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For All of Us

In the midst of COVID-19, the University made the difficult decision to remain open and bring students back to Grounds for the Fall semester. From the start, the primary goal was to ensure the safety of those within the UVA and greater Charlottesville communities. To succeed, we would need to create a health campaign that could speak to two audiences: first, those who needed to adopt protective protocol and procedures; and second, those who needed reassurance that, together, we would keep each other healthy and safe. From this, For All of Us was born.

Using portraits of community members wearing masks, we created a sense of normalcy and collective buy-in. We then asked these people to explain why they were doing their part—wearing a mask, washing their hands, and distancing—to keep the community safe. Answers ranged from “I’m doing my part because it’s the right thing to do,” to “I’m doing my part so I don’t have to lose any more family members.” Using their faces—and their words—we created posters for dorm rooms and public spaces, advertising for public transit and local media, and bridge banners and spread them across Grounds. We even created a series of drink coasters for local restaurants and bars to help debunk COVID-19 myths with facts, sourced from UVA Health.