Protect the Pack

In 2020, Northeastern University faced the challenge of safely reopening amid the pandemic, with 78% of students eager to return. We invested millions in a COVID-19 testing lab, revamped student housing, and embraced technology for flexible learning. To ensure success, we launched the "Protect the Pack" campaign, educating the community through murals, banners, and a toolkit for university partners.

The campaign resonated, accumulating 7 million social views and widespread support. Impressively, we achieved 25 million impressions, 250,000 social platform engagements, and drove over 2 million pageviews to our COVID information site. By year-end, our testing compliance rate reached 92%, showcasing our ability to protect the pack in the face of unprecedented challenges.