Industry: Healthcare
In 2020, the City of Saratoga Springs partnered with The Baker Agency to launch a multimedia campaign promoting awareness and compliance with New York State’s mask mandate during the COVID-19 pandemic.
The Challenge
The campaign required widespread community adoption across residents, businesses and visitors. Messaging needed to be consistent, educational and aligned with state health guidelines, while still reflecting the city’s unique identity.
Our Approach
The Baker Agency created and branded the “Mask Up, Saratoga” campaign using themes inspired by the city’s identity, including horse racing, natural springs and the arts.
The campaign included:
- Public service announcements featuring trusted local figures
- Social media content and editorial calendars
- Downloadable materials such as posters and coloring pages
- Visual branding aligned with Saratoga’s historic aesthetic
Results
While no formal measurement study was conducted, the campaign’s impact was clear through community engagement.
Signage remained intact throughout a politically sensitive time, businesses requested additional materials, and residents shared organic content on social media.
Campaign videos received more than double the average engagement on the city’s Facebook page, demonstrating strong reach and resonance.
