“All in, all together” multi-publisher campaign keeps UK public safe during pandemic

By Hannah Ohm Thomas

Newsworks

London, United Kingdom

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In mid-April, Newsworks launched “All in, all together” campaign as a way of delivering government communications to news brand readers in a relatable way.

Since that time, the campaign has engaged hundreds of national, regional, and local titles up and down the United Kingdom to keep the nation informed during the COVID-19 pandemic.

Many UK publications have been a part of the public health campaign.
Many UK publications have been a part of the public health campaign.

The marketing partnership kicked off with a spectacular set of cover wraps and an online home page takeover urging readers to “stay at home for the NHS, your family, your neighbours, your nation, the world, and life itself.”

This was the first time multiple daily and weekly newspapers ran the same cover wrap. Further cover wraps were later printed with updated “stay alert” messaging. Additionally, a weekly branded content element was introduced to amplify public information messaging.

From explaining to business owners the government support made available to them, to what to do with children during the summer holidays, and information on how the NHS Test & Trace service works, there has been something for everything.

The campaign has featured stories, ideas, and information, including a spread on local heroes.
The campaign has featured stories, ideas, and information, including a spread on local heroes.

One of my favourites and the first wave of sponsored stories celebrated local heroes. Readers read about a vicar from a West Sussex village who broadcasted his services live on YouTube (via The Telegraph) and a local football team in Scotland who supported the vulnerable in their communities (via Edinburgh Evening News). At a time when the country was coming to terms with the new measures, it was just what people needed.

Through industry collaboration and hard work, the campaign continued to reach new levels.

To get an insight into what it has been like working on the campaign, every week we held a Q&A series called “10 questions with …  where we caught with a new member of the team, bringing the campaign to life.

One thing that echoed throughout was how amazing it has been to work together across publishers. It has been incredible seeing what is possible if we all work together, and we look forward to hopefully working more like this in the future.

About Hannah Ohm Thomas

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