You Are Not Alone
2020 Finalist

You Are Not Alone

Telegraph Media Group

London, United Kingdom

Category Best Campaign in Response to COVID-19

Overview of this campaign

We want to be there for our readers - wherever they need us, wherever, and however. This meant adapting our journalism and delivering many new initiatives.

 

Community hubs

- Dedicated YANA page, with features, advice, recipes, long reads, podcasts and original documentaries.

- Daily YANA newsletter, with space for readers to tell their stories.

- WhatsApp group with messages, pics, voice notes and videos from our journalists.

- Dedicated Facebook group where our readers post links and talk to each other.

 

Journalist-reader interaction

- Daily Q&As with expert reporters on the latest news, and daily webchats with lifestyle writers.

- Regular film and theatre virtual watchalongs with our arts critics.

- The opportunity to talk one-to-one on the phone with our sport columnists.

- A partnership with Monty Halls for exclusive subscriber access to his World Tour Webinar series.

- Telegraph Teaches: on Instagram, from wine tasting with our Food Critic to how to cut your own hair with our Beauty Editor; and on TikTok, with how to host a virtual book club.

- Facebook live pub quiz.

- Creative writing competition for 12-16-year-olds, and poetry competition for all ages, judged by our writers.

 

New series

- The daily dose of calm: resident psychologist’s positive thoughts and useful techniques.

- Ten for Teatime: daily questions for all the family.

- My Culture / Sporting Isolation: how stars are dealing with life on their own.

- Looking Forward: inspiration as we transition towards life after lockdown.

 

Podcasts

- Mad World: interviews with medical staff and celebrity mental health crusaders, discussing how lockdown is impacting the nation’s wellbeing.

- Coronavirus - The Latest: daily news and advice on coping with lockdown.

 

Tales of good in the community

- Brave New World: Detailing how businesses are helping their local areas.

- Lockdown Awards: Nominating and celebrating the unexpected heroes of the crisis.

 

Newspaper

- Free delivery service for subscribers.

- Digital Edition app free for print subscribers.

- Extra Puzzles spreads.

 

Helping those less fortunate

- The Telegraph Charity appeal with Turn2Us, supporting those hit hardest by the crisis. 

- Free six-month subscription for all NHS staff.

 


Results for this campaign

The campaign has been so rewarding in many ways.

 

- Our readers have raised more than £1 million for The Telegraph charity appeal,  helping Turn2Us distribute direct grants to those in serious financial difficulties. That so many stars joined comedian Tony Hawks for his single to raise money for the appeal, watched hundreds of thousands of times on social, illustrates how people have got behind it.

- Such was the response to our Brave New World initiative, we have published more than 50 articles.

- Our Coronavirus - The Latest podcast had more than a million plays in its first week alone.

- We have more than 20,000 members across our social community groups.

- There have been tens of thousands of views for each of our Telegraph Teaches series on social media.

- 18,000 NHS staff have claimed for a free six-month Telegraph subscription.

 

Of course, these free subscriptions for the country’s doctors and nurses do not count towards our digital subscriber number. But the community spirit engendered by YANA has helped us achieve staggering numbers. 

- March and April were by far our biggest ever months for digital subscriptions. At their peak, subscriptions were up 400% versus the first two months of the year, a far bigger spike than the industry average.

- March was also our biggest month for print subscriptions for more than a decade.

- In terms of audience engagement, we have had more visitors to the site than we have had for years, coming back more often and consuming more content. March and April have been our two highest ever months for repeat visits.

 

Finally, the reaction from our readers, helping us know that You Are Not Alone is bringing some solace to many people’s lives. Here is an example email sent to our YANA newsletter editor:

“Sarah, for the second time I am writing to say what a great idea You Are Not Alone is. I look forward each day to see what people are doing to help during this tragic time. Thank you.”

 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory