Media and ad industry firms have joined forces to maximise the use of outdoor advertising space during the coronavirus pandemic.
Ad space for staying home
With the entire UK looking to support health workers at this crucial time, Dentsu Aegis Network agencies mcgarrybowen and Posterscope have teamed up with a host of outdoor media owners such as Ocean Outdoor and Clear Channel to display messages of support for essential health care workers.
The move was made possible after these media owners donated sites across the country. This was to help in the effort to encourage the public to stay at home to protect the NHS.
Aimed at NHS workers, on their way to and from work, the campaign lets them know that the UK public are supporting them. They’re doing so with the one thing that they have asked us to do for them: stay at home.
The images feature powerful portraits of members of the public behind the windows of their homes, holding handmade signs of support; to demonstrate that they are staying home to protect the NHS.
The response has been overwhelming, the firms said. With over 100 images of support received from more than 30 photographers.
The first 15 portraits have been placed on outdoor media sites across a number of major UK cities; including London, Edinburgh, Birmingham, Glasgow and Leeds
Ad industry ingenuity
In keeping with that message, all contributors are showcasing their ingenuity by producing their own poignant images within the social distancing guidelines outlined by the UK Government.
“As a creative industry, now is the time for us to stand up and make a difference”, Gareth Collins, CEO, mcgarrybowen London, said.
“This campaign sends a clear message to our brilliant NHS during a difficult time – we’re behind you AND we’re staying at home.”
Angus Macadam, ECD, mcgarrybowen London said: “The advertising and media industry is wonderful but we spend nearly all of our time in sell-mode. It feels good to switch our skills to help-mode.”
Martin Corke, Chief Marketing Officer, Clear Channel UK said: “We really loved the beautiful and poignant creative.
“We were therefore more than happy to lend our support by broadcasting this important Easter message, across our largest digital screens.”
Phil Hall, Joint Managing Director, Ocean Outdoor UK said: “This crisis has generated a terrific response from the media and creative community; typified by Dentsu Aegis Network and mcgarrybowen’s ‘Stay In’ work.
“We at Ocean are delighted to have used our screens to support this initiative and have no doubt it will have made a huge impact during a key time”
The campaign will run throughout the UK’s lockdown period and will continue to grow as more photography is submitted showing the appreciation for front line workers with heartfelt, positive messages of support.
The full list of photographers that have contributed so far:
- Tarik Ahmet
- Hamish Brown
- Alex Cretey Systermans
- Imogen Freeland
- Julian Germain
- Andy Glass
- Terry Graham
- Will Hartley
- Catherine Hyland
- Kevin Luchmun
- Sophie Mayanne
- Marco Mori
- Spencer Murphy
- Paul O’Connor
- Philip Sinden
- Vivek Vadoliya
- Miriam Woodburn