Campaign details
Agency: MullenLowe Group UKClient: DHSC, NHS Test and Trace & HM GovernmentCampaign Name: NHS Covid-19 App Launch: Saving lives with an app
Academic modelling demonstrated that app technology could help reduce Covid-19 infections - but public cynicism was threatening to derail the launch of the potentially life-saving Covid-19 app.
Strategy
Getting millions to download a government app is not easy. Quantitative survey data told the team that people were worried about privacy, security and efficacy.
The primary fear was that not enough other people would download the app, making it pointless.
This was...