mas k u p Meet the team behind a nationwide PSA that encourages wearing your mask By Lau re n Rive r s | P h o to graphy by B ryan Regan
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harlie Lehmann “old ad guy,” Charlie decided watched a very sad and deeply he needed to make a public disturbing COVID-19 news service announcement campaign conference as he was quarantining – and fast. in his home at Carolina Meadows Charlie turned to Don retirement community one Stedman, the former dean of the evening last summer. Daily cases UNC School of Education, his of the coronavirus were rising friend of almost a decade and his uncontrollably, and his age group Charles Lehmann neighbor at Carolina Meadows, – 75 to 90 – comprised 20% of the to help him raise money for the daily cases and 80% of the deaths. project. Next, Charlie knew he Charlie said to his wife, Carol needed to find a creative resource Lehmann, “It’s apparent that with an all in-house team. An ad effective medical treatment or a agency with the heart to help. vaccine to prevent this virus might One capable of doing it all – TV, not be seen in the near future.” It radio, design, digital, social, public was during that news conference relations and web – and most that Charlie realized it was our importantly, a creative director responsibility as a community capable of carefully creating their Don Stedman to follow safety precautions and dream campaign, quickly. protect ourselves with the best The phone rang at Rivers tools that we have – “keep your distance Agency, and our old friend Charlie was on and wear a mask.” As a self-proclaimed the other end of the line, looking to speak to 24
chapelhillmagazine.com
March 2021