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Company: National Association of Manufacturers, Washington, DC
Company Description: The National Association of Manufacturers is the largest manufacturing association in the United States, representing small and large manufacturers in every industrial sector and in all 50 states.
Nomination Category: COVID-19 Response Categories
Nomination Sub Category: Marketing Campaign of the Year - COVID-19-related Information
 Nomination Title: Creators Respond
- If you are providing an essay of up to 350 words, place it in the following space:
Total 336 words used.
Creators Respond was developed in 2020 to promote health and safety within the manufacturing community and nationwide. The National Association of Manufacturers set out to create messages about the importance of social distancing and wearing masks, getting the word out to as many people and communities across the country as possible—particularly in areas where COVID-19 infection rates were high or rising. Our goal was to leverage the manufacturing industry’s trusted names and influence to help slow or curtail the rising infection and death toll from COVID-19, ensuring that all Americans were aware of the best practices for protecting themselves and their loved ones.
The NAM centralized social media outreach around the hashtag #CreatorsRespond, encouraging businesses, political leaders, influencers and others to use their channels to share our original content. Ultimately, the hashtag garnered more than 72 million impressions. We released “Stop the Spread” public service advisories—short videos that channeled the latest guidance from health experts, coupled with impactful messaging to capture viewers’ attention and reach them on a moral level – which reached 700k video views. And we interviewed manufacturers of all sizes to shape Creators stories, highlighting the many ways manufacturing teams were involved in the fight against COVID-19.
Our content was shared by policymakers, media, key influencers and the general public. Anecdotes about the courageous efforts of manufacturing employees helped influence perceptions and attitudes toward the industry, proving them to be indispensable and essential for disaster response. Federal and state officials classified manufacturers as essential workers, owing in part to Creators Respond and its impact on raising the profile of the industry’s work to combat COVID-19. Just as the industry was viewed as the “Arsenal of Democracy” during WWII, Creators Respond helped cast manufacturers as the “Arsenal of Health.”
And as vaccines were developed and became widely available, the Creators Respond campaign evolved into the NAM and The Manufacturing Institute’s ongoing This Is Our Shot project, with the goal of encouraging manufacturing teams, their families and their communities to get vaccinated against COVID-19.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 242 words used.
Creators Respond main landing page: https://www.nam.org/creatorsrespond
Creators Stories highlighting COVID-19 problem-solving, such as “Manufacturer Racks Up New Product in COVID-19 Response,” “Manufacturer Helps Patients Breath Easier,” and “How One Manufacturer is Helping School Labs 3D Print Protective Gear.”
The NAM’s in-house team produced videos to inspire viewers and help spread awareness of the campaign, including “Count Us In,” which powerfully described manufacturers’ willingness to be part of the fight against COVID-19. These public service announcements included “Peer Pressure,” emphasizing the danger that failing to social distance or wear masks posed for the rising COVID-19 death toll, “Carry the Ball,” illustrating the death toll at the time in terms of filled-to-capacity football stadiums, “About Grandpa,” a PSA that featured TikTok influencer Charles Mallett to make the case that social distancing and mask usage will help protect our older loved ones and “Stop the Other Spread,” which countered misinformation about mask usage. Some videos harnessed a local connection, such as “It Takes a Team,” featuring the 1988 AFC Champion Cincinnati Bengals team and rolled out to coincide with an Ohio football opening game.
In the roughly six months after these and additional videos were first released, they were viewed about 700,000 times. The videos have regularly been discussed and shared by major news hosts, politicians, businesses and other thought leaders.
This Is Our Shot main landing page: https://www.nam.org/thisisourshot/
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated marketing program, OR an essay of up to 350 words? (Choose one):
An essay of up to 350 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
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