UK government taps new advertising tool | WARC | The Feed

UK government taps new advertising tool

The content of government messaging around COVID-19 has frequently come under criticism, not so much the means by which it is distributed. Its latest campaign, however, steps up on both counts. 

A new TV campaign takes viewers inside hospitals to show the effects of the disease on both patients and staff – rather more hard hitting than advice to wash your hands. 

At the same time, it utilises Sky Media’s recently launched One Campaign to take the message to as many UK households and audiences as possible as quickly as possible with a single buy.

Key quote

“The acceleration of evolved viewing highlights the need to find agility in our media activation in order to reach audiences at an emergency pace. Such agility and measurement with Sky’s One Campaign will see our work deliver vital outcomes and save lives” – Tom Cornell, Head of Investment at OmniGOV@MGOMD.