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Integrated

City of Durango: Grit: Going Gets Tough

Durango Cares! positions mask wearing as the city’s ticket to freedom, supporting community and economic health as the city continues to navigate COVID-19. The campaign includes social, digital, OOH (transit vehicles, sidewalk), posters for local businesses, etc. and will expand to include virtual and socially distanced in-person events in the coming months.

The campaign was inspired by the “grit” embodied by the people of this historic western town. “Mountain town people have the particular ability to endure the hard times, because the good times are just so good,” said City of Durango Mayor Dean Brookie. “Harsh winters, fire-scorched summers and good old-fashioned hard work are just the facts of life when you live in a place as special as Durango.”

Mountain town people have the particular ability to endure the hard times, because the good times for them are just so dang good. Harsh winters, fire scorched summers and good old fashioned hard work are just the facts of life when you get to live in a place
as special as Durango. That’s called grit. So let’s remind the people of Durango of their inherent grit and ask them to tap into it, suck it up, and wear a mask.
Credits Other credits

Client:

• City Manager - José R. Madrigal

• Manager | Media & Community Engagement - Tom Sluis

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