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This week’s full edition of Ad Matters was turned NHS blue to mark the NHS’ 72nd birthday this weekend! If you want the full newsletter to land in your inbox every Friday, drop us a line on aa@adassoc.org.uk.
This weekend, July 4th and 5th, will see the biggest thank you yet to the NHS, our key workers and those in the community whose support has helped us get through the pandemic. /together, who is leading this, is asking people to put a candle or light in their window on Saturday evening to remember all of those who we have lost to the virus. Various events over the weekend will then climax with a nation-wide clap at 5pm on Sunday, to not only celebrate the NHS’ birthday, but also to pay tribute to our frontline Covid-19 heroes with hope that it could become an annual day of thanks. It’s sure to be a momentous occasion and we hope you will join us in taking part.
We have also co-signed an open letter alongside other business leaders which calls for July 5 to become a day of thanks for the NHS and pledges commitment to doing all that we can to be part of building closer communities to build broader prosperity for all. You can find out more and read the open letter on /together’s website here.
In light of the celebrations taking place this weekend, we have been taking a look back at some of the brilliant campaigns that our industry produced during Covid-19, which focused on the NHS (including our featured ad this week). Although there were many examples of work such as this, here are a few examples:
ITV dedicated a whole day on Thursday 16th April to all the NHS Heroes on the frontline fighting the virus. Its NHS Day took over the regular schedule, with the morning’s daytime content right the way through to news at Ten. ITV also highlighted the heartfelt messages sent in by the public and encouraged people to support the Million Claps appeal. Read more here.
Spotify repositioned two of its most popular playlists to show its support for the NHS: Throwback Thursday changed to Thank You Thursday and Monday Motivation was also dedicated to the NHS. Spotify additionally promoted the #clapforcarers campaign through bespoke ads and distributed NHS hero messaging via the playlist descriptions. Read more here.
The UK Out of Home industry came together to launch #GratefulBritain, a nationwide DOOH campaign to pass on the nation’s gratitude to key workers amid Covid-19, led by Outsmart and created by Mother, on donated media space. Read more here.
Created by Saatchi & Saatchi and Essence Global, EE launched a campaign giving unlimited data to NHS workers, providing a link for them to register using a valid NHS email address. Read more here.
The NHS’ ad agency and our Front Foot member, MullenLowe, said about advertising and the NHS during Covid-19: “We started 2020 in a great place, with high ambitions for the year ahead. Our nursing recruitment work had been voted the nation’s favourite ad, resulted in a second consecutive year of increased UCAS applications, and the NHS had been named the UK’s most relevant brand – a huge achievement for all involved. As we moved into March, the impact of COVID-19 was immediate. Our focus quickly shifted from longer-term recruitment aimed at future students, to hard-hitting ads seeking those who could instantly return to – or join – the NHS and help relieve the mounting pressure. This, compounded by the outpouring of public love and support for the NHS, led to an incredible surge of interest in both joining the NHS right now, and in future career opportunities.”
For more Covid-19 case studies from Adland head over to our Ad Pays 8 hub here, which is a showcase for work from our industry that has had a positive contribution to society.
Next week is a big week for our UK Advertising Exports Group as it launches its Summer Showcase – a series of free events featuring companies from across our industry along with international clients discussing subjects including creative learnings from Covid-19; unlocking collaboration with international markets such as China and the US; client case studies and consumer predictions for the future as we ease out of lockdown.
If the lockdown has proved one thing, it is that our industry can, during a period of enforced remote working where everything has to happen online, continue to produce great work for international clients. The Summer Showcase will be a fantastic opportunity to see what UK advertising has to offer you and your business as you plan your exit from lockdown and path to growth, no matter where you are geographically.
You can see the full line-up and programme of events and register your place here.
Despite the situation we are currently in, we have never seen a greater push from Adland doing brilliant creative and entrepreneurial work in response to COVID-19. This is why we have a dedicated COVID-19 category on our Ad Pays 8 hub, which highlights industry work that has a positive contribution to society. Watch an ad by British Gas and The & Partnership showing professionals adapting to social distancing here.
You’ve made it this far – why not treat yourself and watch our featured NHS ad this week?
Want the full edition to land in your inbox every Friday? Drop us an email on aa@adassoc.org.uk and quote ‘Ad Matters’.
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