Beat Covid North East
Thank You North East
During my time at Drummond Central we delivered a campaign for, and from, the people of the region. A campaign delivered via TV, OOH, radio and online, that was instantly relatable and would represent frontline workers who were contributing to the North East’s Covid response, alongside everyday folk who were also doing their bit.
The strategy was to change the Covid comms narrative from top-down, authoritarian, rule-giver, to a kinder and more personal approach – thanking locals for their efforts in a plea to encourage them to keep going. This strategy was devised following intensive primary research done within the community by myself and the other members of the planning department.
The campaign was clear and easy to understand:
94% took a clear message from the campaign.
92% of people who saw the campaign agreed they had the information they needed to keep themselves and others safe vs 83% of people who hadn’t seen the campaign.
The campaign motivated the region:
90% of the region who saw the campaign agreed that they need to persevere to get through the crisis.
92% of people who saw the campaign agreed that they had the information they need to keep themselves and others safe vs only 83% of people who hadn’t seen the campaign.
