Jeff O’Keefe 

                            Creative Director/Writer
Frontline Workers Counseling Project

In April 2020, a friend told me about a project he and some other therapists had launched to give beleaguered Bay Area health care workers access to free mental health counseling during the COVID-19 crisis. In a matter of days, we’d taken them on as a pro bono client at Chiat Day. 

They soon broadened their offering to include all frontline workers – store clerks, delivery people, bus drivers and so on. We began by giving them a name, a logo and a design system. A film and a social toolkit followed, with all messaging laser-focused on one thing: letting frontline workers know this crucial resource existed. 

TBWA Chiat Day


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