St Luke’s creates SHN campaign by reversing NHS


London social agency St Luke’s has launched an initiative whereby it’s reversed the NHS letters to send an SHN – Stay Home Now – message to Brits.

SHN to support NHS

Following Boris Johnson’s address to the nation on Monday, St Luke’s has created a social media friendly call to arms.

The initiative was also triggered by the poignant Dr Jack interview on LBC Radio on Saturday 21 March; where he discussed the public’s responsibility to stay at home in the wake of the COVID-19 Pandemic .

The logo, to be shared online, simply reverses the instantly recognisable National Health Service (NHS) logo, to reinforce the message STAY HOME NOW (SHN).


This call to action to STAY HOME NOW, was created by Richard Denney, Executive Creative Director and Al Young, Chief Creative Officer at St Luke’s.

It’s designed to clearly put across the important message to STAY AT HOME to save lives.

Heed the message

The simply reversed logo image to be shared on social is accompanied by the copy:


Don’t send our NHS backwards

#StayHomeNow #StayHomeSavesLives @NHSuk #NHSCovidHeroes

“My mum is a recently retired nurse so I felt we needed to do something”, Richard Denney, Executive Creative Director at St Luke’s commented.

“What the NHS is doing right now cannot be taken for granted or lightly.

“We MUST support and try to protect them by doing our bit and staying at home. It’s not a difficult ask.”

Neil Henderson, Chief Executive Officer at St Luke’s commented: “We were moved by the plea of Dr Jack and wanted to land his message as powerfully as we could.

“Never has behaviour change been so critical.”

See also:

Ocean’s ‘Local Heroes’ campaign heads for London’s Piccadilly Lights