Philly Fighting COVID Partners with Brownstein Group to Develop COVID-19 Vaccination Campaign

Philadelphia, PA, January 11, 2021 — Brownstein, one of the nation’s longest-running independent advertising and public relations agencies, has partnered with Philly Fighting COVID, an organization working at the frontlines of PPE production, COVID-19 testing, and vaccine administration in Philadelphia. Brownstein will develop a campaign to build confidence in the vaccine and vaccination process, in order to help citizens in Philadelphia’s highly diverse communities and neighborhoods get vaccinated and reach local herd immunity.


“We hope to leverage our deep-rooted understanding of our home city to deliver powerful public service messages to the community,” said Marc Brownstein, President and CEO of Brownstein. “Philly Fighting COVID represents the unrelenting, hands-on community values of Philadelphia, and our partnership represents one of the most significant endeavors in our agency’s history. Together we will work to help end the pandemic, because Philly doesn’t mess around.”


Philly Fighting COVID was founded at the beginning of the COVID-19 pandemic in 2020 by a group of scientists, engineers, and students looking to find local solutions for Philadelphia’s efforts to combat COVID-19. After successfully producing thousands of PPE units for local hospitals, and operating free COVID-19 testing services in the city, Philly Fighting COVID has been contracted by the City of Philadelphia to manage local vaccine administration, which includes storage, appointment scheduling and registration, vaccination, follow up, and marketing communications.


Last Friday, the City of Philadelphia and Philly Fighting COVID announced the opening of the city’s first mass inoculation clinic. The facility was designed to ensure maximum safety, efficiency, and patient privacy, and is intended to serve as a scalable model for future clinics across the city and country.

The organization now faces the logistical and communications challenges of delivering informative messaging that will encourage Philadelphians to commit to vaccination. Recent studies show that Black and Latino communities, as well as the 45-64 age group, are less likely to intend to get vaccinated than other demographics. Brownstein will develop a campaign to build confidence in the vaccine using bold creative execution and mass media communications strategies focused on delivering relevant messaging across all of Philadelphia’s diverse demographics. The project will include public relations, social media and influencer marketing, and traditional and digital advertising.


“The vast scale and scope of the marketing campaign necessitated a partner that was both knowledgeable of the area and its people, and capable of an ambitious, inclusive, multi-disciplinary, and multi-channel approach,” said Andrei Doroshin, Founder and CEO of Philly Fighting COVID. “That’s why we partnered with Brownstein — we know they have what it will take to accomplish our mission of reaching everyone who wants a vaccine in Philadelphia, and they will be with us as we move to other cities — including Miami — in the future.”


The integrated campaign will inform Philadelphians of the vaccine’s safety; encourage vaccination appointments; provide information on where, when, and how to get the vaccination; and build civic solidarity and hope for a time after COVID-19.


About Brownstein
Brownstein is an independent advertising and public relations agency based in Philadelphia. Founded at the height of the Creative Revolution in 1964, we are one of the longest-running independent agencies in the country, offering expertise across brand strategy, advertising, public relations, social media, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on brand longevity, and have worked with a range of companies including IKEA USA, Comcast Xfinity, DuPont™ Sorona®, TruGreen, The GIANT Company, ACI Speedpay, NJM Insurance Group, and Saint-Gobain North America. Brownstein is an Ad Age Small Agency of the Year, a PRNEWS Small Public Relations Firm of the Year finalist, and an inductee at Advertising Week’s 2020 Madison Avenue Walk of Fame.


About Philly Fighting COVID
Philly Fighting COVID (PFC) was founded in 2020 at the beginning of the COVID-19 Pandemic by a group of forward-thinking engineers and scientists who refused to stand idle. First, PFC produced PPE for health care workers and that evolved into a partnership with the Philadelphia Department of Public Health to provide free, COVID-19 testing to more than 20,000 people in neighborhoods with inequitable access to quality healthcare. In January 2021, PFC opened the first mass community vaccination clinic in Philadelphia and is now the preeminent blueprint for mass clinic design and operations because it maximizes safety, efficiency, and patient privacy while administering more than 50x the daily vaccines that we administered during the H1N1 pandemic. To learn more, visit www.phillyfightingcovid.com.