The Covid-19 pandemic is now one of the deadliest events in human history. Daily, more people die than those we lost at Pearl Harbor or on 9/11. Global deaths are projected to exceed 2.5 million worldwide by March, but with broader mask usage and efforts to protect each other, we can save nearly 50,000 lives in the US by March.

Civic worked with Ford to launch #FinishStrong, a public call to action and initiative to encourage Americans to practice Covid mitigation behavior in the final stretch of the pandemic until vaccines become more widely available. The cornerstone of this effort is a 30 second commercial created by Civic, Ford, and acclaimed filmmaker Peter Berg. The carefully crafted storytelling is meant to appeal to Americans’ shared sense of patriotism and doing what’s right – rather than preaching at people or using fear as a motivator – and to spark a movement that is uplifting and non-political.

As the virus continues to spread this winter, Civic and Ford in conjunction with the Institute of Health Metrics and Evaluation at the University of Washington are working together to reach underserved communities with messaging and mask distribution. This initiative is a continuation of Ford’s effort to support those affected by the COVID-19 pandemic. Ford has been a leader in COVID mitigation efforts since April 2020 and one of the first manufacturers to pivot toward making personal protective equipment (PPE). To date, Ford has made 55 million masks and will hit 100 million masks for donations by mid-2021.

Produced by: Civic Entertainment Group | Director: Peter Berg | Narrator: Bryan Cranston