DIGIDAY – 20/04/2020
LARA O’REILLY
At a time when some advertisers are hitting pause on spending and others are avoiding appearing next to coronavirus articles — or even just “bad news” — the U.K. government is rapidly ascending the rankings of U.K. news publishers’ most important clients — and cheerleaders — during the crisis.
The U.K. government has aired a coronavirus public information campaign across print, TV, radio, digital and outdoor since March. The latest iteration of the campaign, which was created by the National Health Service’s ad agency MullenLowe, features frontline health workers and the tagline, “Stay home. Protect the NHS. Save lives.” Wavemaker is the media agency leading the push.