{"id":1383,"date":"2021-08-12T15:09:28","date_gmt":"2021-08-12T20:09:28","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1383"},"modified":"2024-11-27T01:42:15","modified_gmt":"2024-11-27T07:42:15","slug":"baltimores-comma-dumbass-covid-campaign","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/baltimores-comma-dumbass-covid-campaign\/","title":{"rendered":"Baltimore\u2019s comma-dumbass COVID campaign"},"content":{"rendered":"
\n
\"From
YEAH, GET IT TOGETHER, DEBRA.<\/figcaption><\/figure>\n<\/div>\n\n\n

In our household, there\u2019s a phenomenon known as \u201ccomma dumbass.\u201d It shows up when you say something that sounds<\/em> like it ends in “dumbass,” and probably should<\/em> end in \u201cdumbass,” but the speaker doesn\u2019t actually say<\/em> \u201cdumbass.\u201d<\/p>\n\n\n\n

\u201cThe dog ate your glasses again? You left them on the dresser, didn\u2019t you.\u201d Really, they\u2019re saying, You left your glasses on the dresser again, didn\u2019t you, dumbass<\/em>.<\/p>\n\n\n\n

Enter the Baltimore City Health Department\u2019s newest public health campaign: Get vaccinated, dumbass<\/a>.<\/p>\n\n\n\n

Obviously, the campaign doesn\u2019t actually say \u201cget vaccinated, dumbass,” because that would be rude, and because I\u2019m in the process of trying to trademark \u201c, dumbass.\u201d (It\u2019s going slowly. Apparently you can\u2019t actually do that?) But it gets close. It gives us the all-caps disparaging tone that first showed us how satisfying \u201cKaren\u201d can be if you say it just right, with an equally all-caps instruction to \u201cget vaxxed,\u201d and the unspoken comma dumbass<\/em> is strong with this one.<\/p>\n\n\n\n

And some people aren\u2019t entirely amused by that, which I guess is fair.<\/p>\n\n\n\n

I mean, I\u2019m not an ad messaging expert or anything (note: I actually am), but I know enough to know that even an implied dumbass<\/em> can be off-putting to some audiences. I mean, in our house, \u201ccomma dumbass” works because, well, we like each other. We can get away with jokes and joshes. (We can even get away with actually saying \u201cdumbass,\u201d but at this point, it isn\u2019t even necessary.) And if the folks at the optician were to say to me, \u201cYou left your glasses on the dresser, didn\u2019t you, dumbass,\u201d I\u2019d probably not patronize them in the future. Because, like, that\u2019s harsh.<\/p>\n\n\n

\n
\"From
COME ON, CONNOR, JESUS.<\/figcaption><\/figure>\n<\/div>\n\n\n

However. This campaign isn\u2019t meant for the people who need to get vaccinated. (They actually have some other, kind of lovely messaging for that.<\/a>) This isn\u2019t the department of health snarking at its citizens to get vaccinated.  It\u2019s for the friends of those unvaccinated citizens<\/a> \u2014 the folks who can get away with saying, \u201cGet vaccinated, dumbass.\u201d This isn\u2019t a TV campaign or an out-of-home campaign or anything else that\u2019s going to be seen by the broader, less appreciative public \u2014 it\u2019s all digital, and it\u2019s meant to be shared. <\/p>\n\n\n\n

And that\u2019s cool. That\u2019s a smart use of social engineering, understanding the way people communicate and the people they\u2019re willing to listen to. Knowing that you\u2019re not going to reach some people, but that some people can<\/em> reach those people, and all you need to do is give them the ammunition they need to get the idea across.<\/p>\n\n\n\n

Yes, some people are going to be offended by this and be all, \u201cLook at how they\u2019re looking down on us! I won\u2019t be talked to that way! I\u2019m definitely not getting the vaccine now!\u201d Those people are what we like to refer to as \u201cnot going to get the vaccine anyway, no matter what your campaign said.\u201d And in that respect, the collateral damage of cheesing them off isn\u2019t going to be as much of a messaging sin as it might be in other situations. <\/p>\n\n\n\n

But somewhere, there\u2019s a guy sharing this image with his no-vax, pro-salad friend and saying \u201cSALAD DOESN\u2019T CURE COVID JASON lmao\u201d and Jason is replying \u201cHaha fuck you lol\u201d and the guy is saying \u201cFor real though, when are you getting [syringe emoji]\u201d and Jason is saying \u201cDude I told you I don\u2019t need it\u201d and a conversation is happening. And maybe Jason goes ahead and gets vaccinated.<\/p>\n\n\n

\n
\"From
WHAT’S WRONG WITH YOU, TRINA?<\/figcaption><\/figure>\n<\/div>\n\n\n

Because, I mean, admit it: If your life choices are ill-informed enough that your friends are sharing memes about it, being embarrassed into action isn\u2019t the worst thing that could happen to you.<\/p>\n\n\n\n

Are Clios going to be dispensed in honor of this campaign? I\u2019m going with no. This campaign was clearly conceived under the influence of beer and public health-related frustration, assembled after a cursory Shutterstock search by someone who was supposed to be paying attention in a Zoom meeting but wasn\u2019t because the meeting was camera-off. (Just guessing here.) And purely in terms of ROI, you could do worse: a good bit of awareness and even a few life-saving conversions. And all you had to do was scramble to find a way to pretend you were paying attention when they called your name for the third time in that meeting. So good going, B\u2019more City Health.<\/p>\n\n\n\n

And on a serious, related note: I sincerely love each and every one of you. I have to, because if no one ever read this blog, I\u2019d just be shouting into a void and not shouting to a crowd of, like, twenty people every week or so. I thrive on external validation, and that makes you all precious to me. And that\u2019s why I say with the greatest affection and concern: If you aren\u2019t already vaccinated for COVID, go get vaccinated already.<\/p>\n\n\n\n

Dumbass.<\/p>\n\n\n\n

(XOXOX)<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

In our household, there\u2019s a phenomenon known as \u201ccomma dumbass.\u201d It shows up when you say something that sounds like it ends in “dumbass,” and probably should end in \u201cdumbass,” …<\/p>\n","protected":false},"author":1,"featured_media":2771,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[22,23,25,59,63,79],"class_list":["post-1383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","tag-copywriting","tag-covid-19","tag-digital-advertising","tag-public-service","tag-social-media-marketing","tag-writing"],"yoast_head":"\nBaltimore\u2019s comma-dumbass COVID campaign - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/baltimores-comma-dumbass-covid-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Baltimore\u2019s comma-dumbass COVID campaign - 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