Grey: P&G #DistanceDance


Grey: P&G #DistanceDance

Helping governments communicate crucial messages to a younger demographic


Grey worked with P&G to create #DistanceDance, a campaign designed to help governments communicate the stay-at-home messages and social distancing practices to a younger demographic who might not be watching the news through traditional channels.

They worked with TikTok’s number one global influencer, Charli D’Amelio, to create a dance. In its first week, #DistanceDance garnered more than 8 billion views and 1.7 million imitation dances from celebrities, college mascots, all of the major sports leagues, influencers, children, families and more.

By participating in the #DistanceDance challenge, followers can generate donations, with P&G promising to donate to Feeding America and humanitarian aid organisation Matthew 25: Ministries for the first 3 million videos.

All parties donated their time for the campaign and TikTok donated the media for the cause.

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