There is perhaps no force of nature more compelling to the human psyche than fire. It’s at once alluring, dangerous, beautiful and terrifying. Which is why it was chosen as the perfect metaphor to capture the public’s imagination and bring attention to the importance of social distancing. This campaign symbolizes COVID-19 in a way that draws notice, conveys urgency and drives the point home of why social distancing is so critical in stopping the spread of this insidious virus. It is designed to spread the word of why social distancing is one of our greatest tools in overcoming this global pandemic.