Group launches “Rona 4 Real” ad campaign aimed at youth

The ads are meant to inform young people about the risks of COVID-19.

If you haven’t seen them already, keep an eye out for Rona 4 Real billboards.

A Michigan group has launched a $5 million ad campaign meant to grab the attention of young people and convince them of the risks of spreading COVID-19. People age 20 to 29 make up the largest group of coronavirus infections in the state.

Sign up for our daily newsletter

A weekday morning email roundup of Kalamazoo stories and events.

The ads feature a red, cartoon coronavirus virion wearing sunglasses. It comes paired with pictures of young people having fun and taglines highlighting the importance of wearing masks and social distancing.

several people clinking beer glasses with a cartoon coronavirus in sunglasses. Text reads "Kzoo for a brew? Rona's thirsty, too."
One of the billboards that is set to run as part of the Rona 4 Real ad campaign.

“Once you see Rona, you can’t unsee it,” said Fran Westbrooks, managing partner for BLVD Content, a Detroit-based marketing agency.

The campaign is the result of a partnership between BLVD and Ann Arbor-based marketing firm re:group. The funding for the project was contributed by several businesses throughout the state.

The ads are scheduled to run through the winter.

You can read more at MLive.

Independent journalism is essential to a healthy democracy. Make a donation today.