Out of home industry speaks up for 'Grateful Britain' to thank key workers
The OOH industry has come together to launch ‘Grateful Britain’ with industry body Outsmart, a DOOH campaign running nationwide to express the UK's gratitude to key workers continuing to serve throughout the coronavirus crisis.
The outdoor campaign runs throughout April and May on space donated by blowUP media, Clear Channel, JCDecaux, Mass Media, Maxx Media, Ocean Outdoor and UKBillboards. More providers are expected to come on board as the campaign progresses.
'Grateful Britain' is designed to remind those NHS workers, delivery drivers, supermarket staff and other key staff that they're appreciated by the whole of the country. At this unusual time, key workers are among the only people to see OOH advertising as they continue to use public transport to reach their workplaces and the vast majority of the rest of the workforce socially distance.
The campaign was created by Mother and produced by Grand Visual, using half-rhymes to pick out those people the country is most thankful for.
This the first iteration of a campaign due to run over the course of the next few weeks, with the messaging developing in line with the overall situation. Running at roadside and retail locations, it's supported by social media activity running across Twitter, Instagram and Facebook.
Tim Lumb, Director of Outsmart, said: “It is great to see the OOH industry together to do its part. As Covid-19 continues its rapid spread around the globe, it’s important to recognise and show appreciation and boost to those workers that are not staying home but are out and about helping us through these tough times.”