Baltimore agency TBC is supporting Maryland’s #MasksOnMaryland campaign with new creative targeting the 20- and 30-something age demographic.
With Baltimore seeing a spike in positive COVID-19 cases, Mayor Bernard “Jack” Young announced a tightening to some of the regulations: restrictions on indoor dining and a requirement that face coverings be required in public.
“TBC wanted to do something to support this order as well as Governor Larry Hogan’s expanded mask mandate, which is really in support of maintaining the ability for city businesses to remain ‘open,’” TBC’s Andrea Lynn told Capitol Communicator.
“If we didn’t get a handle on this spread, we would likely see further restrictions and businesses closing. With TBC being a Baltimore-based business for more than 45 years, we feel deeply passionate about supporting our neighbors in Charm City,” Lynn said.
What came out was a series of images that speak to the mindset of the 20 and 30 year old, and that would allow businesses to feel 
more comfortable reminding customers about the order.
Thus far the 14 images have made their way across social media, printed and displayed in some business windows and reported on local TV featuring interviews with TBC EVP and Managing Director Bill Ward and Justine Fritz, senior content strategist. Each image encourages community members to wear a mask so that everyone can avoid FOMO, enjoy their favorite food and drinks, take in a football game, and return to the city life all Baltimoreans miss.
Clear Channel has provided a full rotation of digital outdoor placements, according to TBC President Howe Burch, who noted that the agency is open to ideas for additions to the campaign. Follow @TBCAdvertising on Twitter to see the full range of creative and to reach out to the agency.
Image via WMAR-TV Midday Maryland
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