Daily Insights

Viacom Wants the Public to Be #AloneTogether

By: Mackenzie Baker | Mar 20, 2020

ViacomCBS is encouraging TV watchers to be #AloneTogether in its new social-distancing campaign. 

As more people are urged to stay in their homes to alleviate the spread of COVID-19, ViacomCBS has partnered with Ad Council to share a PSA with viewers about why social distancing is so critical. ViacomCBS is running the ads on its social media pages in addition to some of its network shows. Series including Siesta Key on MTV and Martha & Snoops Potluck Dinner Party on VH1 will be running the PSAs during commercial breaks. Each ad includes the hashtag #AloneTogether as well as cautions including “If you don’t have symptoms and you can stay home, stay home!” 

To additionally engage viewers, ViacomCBS has enlisted a host of stars for “celebrity takeovers”—these include network stars posting videos to further encourage fans to stay home and practice social distancing. Trevor Noah, host of The Daily Show on Comedy Central, posted a video talking to fans about how to stay safe during the pandemic, including the branded hashtag in his tweet. The company is also utilizing TikTok and YouTube to reach as many audiences as possible. On TikTok, ViacomCBS has created an #AloneTogether dance challenge, while on YouTube the brand is hosting a “Chill Out 24-hour Livestream.” By socially targeting the masses, ViacomCBS can effectively spread its message across platforms according to a Gartner report on the topic, particularly while social media usage is on the rise—TikTok alone has seen a 27% rise in engagement in the past week. 

Extending its PSA efforts not only on television but through various social channels allows  ViacomCBS to appeal to the masses right from their screens.