Fighting for truth in the age

of the virus

Founded at the outset of the COVID-19 pandemic, The Auxiliary is a creative services agency that brings together medical professionals, disinformation experts, policy advocates, and creatives to fight misinformation.

Our mission is to empower fact-based action in vulnerable communities by reclaiming tools the establishment uses to shape our reality.

OUR WORK

FIRST TO KNOW

September 2, 2020

In Albany, GA, we piloted a community alert system called First-to-Know to instantly send public health information to residents. We brought Albany’s music culture and spiritual side together to make a gospel-rap music video to appeal to a multi-generational audience. We’re currently planning to bring this approach to more of the 3,400 public housing authorities in the United States. If you’re a marketing professional interested in helping with this expansion, contact us.

April 5, 2020

FIRST HACKATHON AGAINST THE INFODEMIC

We realized early in the pandemic that the biggest challenges we faced were political. Within a week, we gathered 25 of the most talented creatives we know and got to work coming up with messaging solutions to those problems. If you are interested in using any of these campaigns, contact us.

How do we balance the need for self-care with the urgency of staying informed about the crisis?

April 5, 2020

JUST BREATHE

Creative Team: Sean Raftery, Colin Forsyth, Christina Lessa, Ashley Lake

April 5, 2020

PUT A MASK ON IT

A “brandalizing” campaign designed to make mask-wearing as viral as COVID.

Creative Team: Alberto de Angeli, Gabriel Shalom, Timothy Stiefler, Carrie Hammer, Anoep Chowhari

I WANT IN

April 5, 2020

Get ahead of FOMO. Show young people they’re not missing out—they’re missing in.

Creative Team: Pete Adams, Nick Vicente, Dania Shafei, Nora Cranley

April 5, 2020

HOMES OF THE BRAVE

Do your duty for America. Protect American lives by following the guidelines, and support the “troops” in front-line medical care.

Creative Team:  Kate Watson-Wallace, Kirsten Chilstrom, Samantha Kuo, Anastasia Kārkliņa, Alex Mizrahi

SMIRNOFF AD SPEC

April 5, 2020

We created a spec ad for Smirnoff debunking the myth that drinking vodka can cure COVID-19. If you work at a vodka brand and want to see more, please reach out.

Creative Team: Imran Hafiz, Beckett Mufson, Dylan DeMarko, Pete Adams

SECOND HACKATHON AGAINST THE INFODEMIC

May 15, 2020

After our first hackathon, we teamed up with Bridgit.io to unite our creative community with technologists for the Infodemic Challenge. This time, we focused on Georgia, which was the first state to roll back anti-COVID mandates. Our work in public housing was the direct result of the connections made during the Infodemic Challenge.

Disinfo Track.jpg

DIS(INFO) TRACK

April 10, 2020

More people listen to rap than read epidemiological reports—it’s just a fact. Inspired by Noisey’s Rap Monument, we made a spec campaign for Sony Music inviting musicians stuck at home to save lives by fighting misinformation.  If you are an artist or manager interested in bringing this work to life, please contact us.

October 11, 2020

AGENTS OF INFLUENCE

America's education system has failed to prepare us for the rapid spread of online misinformation. Our partner, Alterea, designed an online experience inspired by Sleep No More-style immersive theater to teach Gen Z how to identify and fight misinformation in their social networks.