As anxiety and fear rise with the spread of the novel coronavirus, CBS has enlisted more than 50 of its stars to remind viewers that “you are not alone” because “we’re all in this together.”
Tuesday night, the network kicked off a new on-air and social media campaign, “We’re All in This Together” with a 60-second PSA, with CBS talent sharing messages of connectedness and positivity they had filmed on their mobile devices.
The spot, which debuted during NCIS, featured CBS and CBS All Access stars including Young Sheldon’s Iain Armitage, Star Trek: Discovery’s Sonequa Martin-Green, NCIS: Los Angeles’ LL Cool J, The Amazing Race’s Phil Keoghan and CBS This Morning’s Gayle King.
They reminded audiences that “we’re still connected” and “we are here for you.”
The network said the new campaign—which will continue on-air and via its social media channels and include stars from its entertainment, news, sports and CBS All Access divisions—is an extension of a CBS brand campaign that had already been in the works, about broadcast TV’s ability to bring people together.
This is the second coronavirus-centric PSA campaign that ViacomCBS rolled out on Tuesday. In the morning, ViacomCBS and the Ad Council debuted #AloneTogether, a campaign about social distancing to encourage young people to stay home.