Core, with Spark Foundry, develops latest HSE COVID-19 campaign

Ads, Advertising, Crisis Communication, PR, Specialized Communication

Core’s new creative work for the HSE, “We Can Do This…”, uses an ensemble cast to mark the next phase of COVID-19 communications that have been a constant part of our lives throughout the pandemic.

The piece opens with young children imagining themselves metaphorically tackling the virus in an almost poetic style, before moving through the rest of the cast. People who, either while working or in all too familiar situations, mark their frustrations, while reinforcing the actions we can all take to combat COVID-19.

The TV and Video ad ends on a hopeful note, with a nod towards the continuing vaccination programme and a sign off from a nurse working on the frontline at Tallaght University Hospital. The campaign also features radio, and short form content pieces for social channels and digital display.

This campaign was developed by a team across Core, including Research, Strategy, Media and Creative and was produced in collaboration with FOE and directed by Shane Brennan.

Blaise Hoban, Copywriter, Core Creative, shares more about the idea:

“The HSE wanted to recognize the sacrifices made by communities around Ireland over the last year, before hopefully offering some encouragement and asking them to keep up these essential behaviours.”

Rachel Wright, Campaign Manager with the HSE said:

“We wanted to acknowledge the ongoing sacrifices that people are making and reinforce the collective power of those simple but very important steps that reduce the spread of COVID-19. We are seeing the results of our collective action and there is much to be hopeful but it’s important for us to get the message across that we need to #HoldFirm for the better days ahead”.


  • Advertiser: HSE
  • Agency: Core
  • Campaign title: We Can Do This
  • Executive Creative Director: Liam Wielopolski
  • Copywriter: Blaise Hoban
  • Art Director: Eva Redmond
  • Agency Producer: Anita McMenamin
  • Client Director: Jo Mullins
  • Client Partner: Helen O’Rourke
  • Managing Director: Dave Griffin
  • Strategy: Hilary O’Leary and Shane Doyle
  • Research: Emma Kavanagh and Fiona Lawlor
  • Media team: Spark Foundry – Ali Donnelly and Megan Keenan
  • Production Company: Foe

Core is Ireland’s largest marketing communications company. Core employs a team of 330 people and consists of eight practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Research, Sponsorship and Strategy. Core has been voted one of the top workplaces in Ireland by the Great Place to Work Institute, for over ten years.

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