Havas Chicago launches attack on negative news with Good News campaign

Havas Chicago has launched The Good Neighbor News campaign that is all about spreading positive news in a time where negative news is thriving.

According to Pew Research Center, over 70% of Americans suffer from negative news fatigue. To combat, The Good Neighbor News campaign included a Time Square activation which features a constant scroll of positive headlines, brightly colored newspapers made from recycled bad news and the celebration of good Samaritans, 15 Good Neighbor Award Winners.

For over 20 years, National Association of REALTORS has acknowledged “Good Neighbors” through a same-titled program to recognize REALTORS who make an extraordinary impact on their community through volunteer work. To cut through the negative clutter, bring 2021’s program to life and REALTORS commitment to their communities, the company partnered with Havas Chicago to develop a good news spreading, multi-touch campaign that runs from 12/5 through 12/31.

On Tuesday, 12/8 and Wednesday, 12/9, Times Square lit up via News Tickers, LED sign and branded newsboxes on 44th Street and 7th Avenue with the REALTORS “Good Neighbor News”. Brand ambassadors will be on the grounds handing out physical copies of the “Good Neighbor News” newspapers which is made entirely recycled material – literally turning a negative into a positive.

  • The good news generated from the REALTORS will be featured in local newspaper ads in the following markets –
    • Greatlander Mat-Su Valley
    • Denver Post 
    • Houston Chronicle 
    • Kansas City Star 
    • Columbia State 
    • Bloomington Herald-Times 
    • Lansing State Journal 
    • Tacoma News Tribune 
    • Cedar Rapids Gazette
Good News
  • Digital Experience
    • Display ads
    • Social ads 
    • Landing page

CREATIVE CREDITS

Client/Brand: National Association of REALTORS® / Good Neighbor Awards
Campaign: Good Neighbor News

CREATIVE
Creative Agency: Havas Village (Chicago)
Chief Creative Officer: Myra Nussbaum
Group Creative Director: Lewis Mcvey
Creative Director: Josh Mizrachi
Creative Director: Jimmy Dietzen
Designer: Estella Xian
Copywriter: Jonica Lister
Jr. Art Director: Beth Jackson
Executive Producer: Catherine Hudon
Producer: Itorobong Etim-Barbosa
Strategy Director: Casey Carpenter
Senior Strategist: Ashley MacDonald
Managing Director: Amy Merchant
Senior Account Director: Scott Bartosiewicz
Account Supervisor: Adam Azzaro

MEDIA
Media Agency: Havas Village (Boston)
SVP, Group Client Lead: Cammy Keiler
VP, Group Client Lead: Ashley Vanasse
Director, Connections Planning: Stephanie DiCicco

PRODUCTION
Director, Client Services: Barbara Cevallos
Client Manager: Michael Masone
Client Associate: Lukas Auletti
EVP Experiential: Kelly Reynolds
Executive Producer Experiential: Thomas Campbell


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