We worked with nine local authorities (LAs) in the North West to help rapidly develop communications that would influence community behaviour and reduce the spread of the virus and stay safe.  The target audience was young adults, amongst whom compliance with safety guidance can be lower.

Working with the LAs and their creative agency, we undertook multi-stage research to assess the audience landscape and inform both the narrative and creative platform for a campaign to raise awareness of Covid-19, it’s risk to health and of how to mitigate spread.

The resulting campaign ‘Spread the facts, not the virus’ directly countered misinformation around Covid-19, using young, local healthcare workers as a relatable yet credible voice. It was delivered via social media, Spotify and owned channels.

Evaluation showed that the campaign successfully built upon local identity and pride and concern around family to foster a sense of social responsibility and was strongly recalled amongst the audience.