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The Social Distance Squad: Teens with Cystic Fibrosis Teach Other Teens How to Cope with COVID-19 Restrictions

Press Release - New York, 20 July 2020

New York, July 20, 2020 – Teens and tweens with cystic fibrosis (CF) are trying to teach other teens a thing or two about social distancing as part of The Social Distance Squad, a program developed by AREA 23, an FCB Health Network company, in partnership with five leading cystic fibrosis (CF) nonprofits. The program positions kids with CF as social distancing experts who can help other teens cope with social distancing measures brought on by the COVID-19 pandemic. Individuals with CF are required to social distance due to their genetic condition. AREA 23 recognized that a team of young CF teens and tweens could help other teens by banding together to share their lockdown tips, wisdom and support.

The outbreak of COVID-19 and the need to implement social distancing measures has hit teens especially hard. They have been cut off from their social circles during their formative years, missed out on key events and have been left searching for guidance on how to be social while social distancing. Identifying this need, AREA 23 brought together Claire’s Place Foundation (Los Angeles, CA), Piper’s Angels (Jupiter, FL), the Bonnell Foundation (Detroit, MI), Attain Health (Red Lodge, MT) and the Boomer Esiason Foundation (New York, NY).

AREA 23 developed a creative, multichannel platform that elevates young people with CF to the role of thought leaders and influencers, providing expert advice to teens as members of The Social Distance Squad. This platform facilitates the sharing of encouraging and inspiring stories, and quick tips ranging from how to stay connected and happy during lockdowns, to how to talk with friends about agreeing to social distancing ground rules to safely visit or get together. They have connected with teens through social media videos, virtually visiting learning institutions, and by providing a direct pathway for young people to share what they are struggling with related to their COVID-19 world and ask for personalized advice from The Social Distance Squad. 

“The reaction has been immediate. We’ve seen kids in virtual classes express a different outlook after meeting with the Squad, seeing opportunities instead of frustrations,” said Logan Allanson, AREA 23 Creative Director and Cannes Lions 2019 Grand Prix winner. “And it’s not just kids being uplifted, but teachers and parents too. We could all learn a lot from the Squad.” 

The Social Distance Squad first connected with teens in early Spring and has been expanding ever since. Originally, the CF experts partnered with teachers to make appearances in virtual school classrooms across the country, where they led interactive Q&A sessions and shared the tips they’ve honed from their lifetime’s worth of experience with social distancing to stay healthy. As the campaign evolved, members of the Social Distance Squad created and shared video lessons about staying healthy and happy on Instagram, YouTube, Snapchat and TikTok. With the most recent expansion, teens can now sign up for mediated one-on-one and group sessions with Squad members to request expert advice on the areas that have been their greatest concern. As the program continues to expand and evolve, more teens can join the Squad to share their tips and experiences.

“With each iteration, we’re continuing to find new ways for young people and the general public to learn from the Social Distance Squad,” said AREA 23 Creative Directors Andy Gerchak and Pamela Savage. “Their cystic fibrosis may put them at higher risk of lung infections, but it’s also made them uniquely qualified to help everyone stay safe and happy.”

“To be able to spread my knowledge and lifelong experiences of social distancing with teens and young adults has been tremendously impactful for both me and the participants,” said Leah Schwanke, a senior member and mentor of The Social Distance Squad. “I hope my lockdown lesson shows teens that you can live a purposeful and happy life while maintaining social distance precautions. Young people need to know that the CF community has been doing this for years. If we can do it and stay happy and healthy, they can do it too.”

In addition to helping young people cope with the newfound challenges of social distancing, the initiative serves to raise awareness and increase understanding among the general public of the strength, innovation and positivity of the CF community.

CREDITS

AREA 23, an FCB Health Network company 

Tim Hawkey – CCO

Jay Gertelman – ACD 

Logan Allanson – SVP Creative Director

Andy Gerchak – SVP Creative Director

Pamela Savage – SVP Creative Director

Eduardo Tavares – VP CD Design

Meghan Patenaude – ACD 

Roberta Totaro – Art Supervisor

Angela Williams – Copy Supervisor

Lydia Sine – Account Supervisor

Jennifer Ma – SVP Director Integrated Production 

Miona Mui – VP Director Integrated Production

Paddy Giordano – Senior Producer

Cassie Diehm – Senior Producer

Keith Haitkin – Senior Producer

Bill Hanff – VP Director Technology and Digital Production 

Arthur Daraujo – ACD Art and Design

Emily Carman – Group Art Supervisor

Katelyn Baumann – Senior Art Director 

Sarah McKinnon – Art Director

Carolina Sanchez – Junior Art Director 

Patrick Egan – Junior Copywriter

Omar Inca – Junior Art Director 

Sabrina Koenig – Junior Art Director

Sarah Vallecillo – Junior Copywriter

Ethan Victor – Junior Copywriter

Ronnie Caltabiano – VP ACD

Anna Lopez – VP Senior Producer

KC Dickerson – SVP Group Engagement 

 

Studio Rx, an FCB Health Network company

Paul Belliveau – VP Creative Director Content 

Max Wolkowitz – Motion Graphics Designer

Joel Stearns – Audio Engineer

Kelly Rice – Executive Producer

Mara Chase – Producer

Gary Greco – Editor

 

FCB Global 

Fred Levron – Global Creative Partner

Melanie Mitchem – Global Communications Director

Marisa McWilliams – Corporate Communications Manager 

 

Crew Cuts 

Gwen Grillo – Editor

Liam Fitzmaurice – Editor

Jesse Samaritano – Editor

Diana Seldin – Editor

Nancy Jacobsen – Producer

Michelle Bellaff – Producer

 

 

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About AREA 23, an FCB Health Network company
AREA 23, an FCB Health Network company, has been consistently recognized with top advertising industry awards and honors. In 2017, Cannes Lions Health named AREA 23 “Agency of the Year.” That same year, Med Ad News named AREA 23 “Agency of the Year,” “Most Creative Agency” and “Most Admired Agency” — the first time that any agency was able to win the show’s top three awards at once. In 2018, it took home the Med Ad News trifecta yet again and was also recognized as “Agency of the Year.” But AREA 23 didn’t stop there — in 2019, it was awarded “Agency of the Year” for the third consecutive year by Clio Health and took home “Most Admired Agency” for the fourth consecutive year from the Manny Awards. It was also named “Global Agency of the Year” and “Regional Agency of the Year” at the New York Festivals Global Awards. The agency was also recognized as “Large Agency of the Year” at the MM&M Awards and took home Titanium Best in Show. AREA 23's 23’s “See Sound” won the Innovation Grand Prix at Cannes Lions 2019.