Inside South Florida


"SOB" (Supporters of Broward) Campaign focuses on safety, growing economy as Coronavirus cases rise

Posted at 5:33 PM, Jul 07, 2020
and last updated 2020-07-07 17:33:29-04

Broward County’s economic recovery from the Coronavirus Pandemic has a playful marketing campaign called S-O-B’S, which stands for Supporters of Broward.

The 90-day campaign's focus is to get local customers and big business alike to be SOB’s, Supporters of Broward. The campaign encourages all to be safe by “shopping like an SOB, wearing face masks like an SOB" and so on.

Joseph Hovancak, the Executive Director of Six Pillar Broward, is leading the initiative. Hovancak says that with the rise in Covid-19 cases the SOB campaign is more important than ever, "first and foremost, the SOB - Supporters of Broward - campaign is about safety and stopping the spread of the COVID-19 pandemic. This includes messaging that encourages community members to wear masks and social distance, as well as supporting businesses and organizations in a safe and healthy way, such as purchasing takeout and gift cards from local restaurants and businesses, and supporting local nonprofits through charitable giving. Now more than ever, we need everyone to be SOBs and do their part to keep each other safe and healthy."

Hovancak also says, “this extremely unique” campaign was conceptualized by the Greater Ft. Lauderdale Alliance and Zimmerman Advertising. “As of May there were 136,000 people who were unemployed.. so we have 136,000 reasons why we are doing this” campaign.

The SOB campaign includes weekly contests that will include hats, t-shirts, hotel stays and airline tickets.

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