Advertisers use print to support communities, thank staff during pandemic

By Hannah Ohm Thomas

Newsworks

London, United Kingdom

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An article in The Times stated Britain is facing its worst recession in 300 years, with millions of people set to lose their jobs as the economy shrinks by double figures.

Around the world, people are flocking to trusted quality journalism to get the latest updates on coronavirus. The Edelman Trust Barometer’s spring update indicates trust in traditional media for news and information is reaching an all-time high of 61%.

While some advertisers are feeling the pinch and reducing their spend, others are not. For those who have the budgets to spend, marketers can capitalise on increased attention to digital and print advertising.

According to Lumen eye-tracking research, attention is even higher during the coronavirus outbreak. Print advertising is generating 21% more attention than the Lumen norm as people flock to news sources.

Over the past several weeks, the Newsworks team has been choosing its favourite ads in the newspapers. From telecommunications providers to charities, brands are using this opportunity to support their consumers during this difficult time, creating a sense of unity and togetherness, and keeping people safe.

An advertising partnership with the UK government is intended to help keep people safe.
An advertising partnership with the UK government is intended to help keep people safe.

UK government

The newspaper industry and UK government formed a three-month advertising partnership to help keep the public safe and the nation united throughout the COVID-19 pandemic. An industry first, the partnership kicked off with a cover wrap and online homepage takeover of hundreds of national, regional, and local titles across the country.

Vodafone emphasises connection in a time of deep disconnection.
Vodafone emphasises connection in a time of deep disconnection.

Vodafone

Guardian Labs (The Guardian’s branded content agency) teamed up with Vodafone on a multi-platform campaign celebrating how families remain connected and entertained during the lockdown. Branded content elements include online articles, quizzes for all family members, and tips and tricks on how to stay connected whilst at home.

Ads from ITV focus on mental health during this time of anxiety.
Ads from ITV focus on mental health during this time of anxiety.

ITV x Britain get talking

In partnership with mental health charities Young Minds and Mind, ITV is encouraging Britain to get talking during these tough times with a very creative ad. The copy appears in a contact list, reminding people that keeping in contact with your nearest and dearest is important to help those who may be struggling during this period of isolation.

Even if staff is working from home, businesses like banks are still actively assisting customers.
Even if staff is working from home, businesses like banks are still actively assisting customers.

Halifax Bank

Remote working isn’t just for the media and news industry. Those working at your local bank branch are also working from home. But no matter where they are, they are still there to help you. The ad also says a big thank you to their staff for being there for customers.

Banner photo courtesy of Creative Hub and Newsworks.

About Hannah Ohm Thomas

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