Grey: P&G #DistanceDance


Grey: P&G #DistanceDance

Helping governments communicate crucial messages to a younger demographic


Following a call from the Governor of Ohio to the CEO of P&G, asking for help in communicating stay-at-home and social distancing messages to a younger audience, the client reached out to Grey.

Grey collaborated with TikTok’s number one global influencer, Charli D’Amelio, to create #DistanceDance, a Covid-19 safety campaign designed to reach a demographic who might not be watching the news through traditional channels.

In its first week, #DistanceDance attracted more than 8 billion views and 1.7 million imitation dances from celebrities, other influencers, college mascots, all of the major sports leagues and members of the public. By participating in the #DistanceDance challenge, followers generated donations, with P&G promising to contribute to Feeding America and humanitarian aid organisation Matthew 25: Ministries for the first 3 million videos. All parties donated their time and media for the campaign.