“After months of fear, uncertainty, tragedy and division, JCDecaux—the world’s biggest advertising out-of-home company—wanted to lift people’s spirits. Rather than post more ads, the company’s available inventory was used to launch positive, supportive messages across the United States under the line ‘We keep going.’ Appearing in Los Angeles, Chicago, Boston and New York City, 150 posters—forming four separate poster series—celebrated citizens’ resilience, encouraged hope and spread goodwill. Headlines and designs took inspiration from each city’s look, tone and attitude to embrace the spirit of each unique place and personally speak to the people. There were no hashtags or calls to action. The initiative was created with the understanding that COVID-19 will have long-lasting effects, many of which we’re just beginning to fully understand. The objective was to convey a simple, honest sentiment: we keep rallying, smiling, believing and fighting for a better day.”