DHSC / NHS Test and Trace: NHS Covid-19 App Launch – Saving lives with an app

The Department of Health and Social Care, NHS Test and Trace and HM Government, three bodies committed to reducing COVID-19 infections, launched a campaign in the UK to encourage people to download the NHS Track and Trace app.

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...

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