Award success for Executive’s Covid public information campaign

Date published: 13 September 2021

The Executive’s Coronavirus public information campaign has won a prestigious industry award.

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‘We all must do it to get through it’ campaign was recognised as the Best Marketing Campaign at the UK Agency Awards ceremony in London last week.

The campaign was launched in March 2020 after the Executive appointed Genesis to develop a high impact campaign to promote public health advice across a mix of media channels.

Different advertising creatives have been developed over the last 19 months to continue to deliver key public health advice to different audiences.

First Minister Paul Givan said:

“Our Covid-19 public information campaign has raised awareness of the threat of the virus and the actions people should take to keep themselves and others safe.

“It has been a vital element of our ongoing efforts to save lives and as we continue on our pathway out of restrictions, the campaign will be critical in reminding everyone of the behaviours they should adopt to protect themselves from the virus.”

Deputy First Minister Michelle O’Neill said:

“At the outset of this pandemic, the Executive recognised the importance of developing its own public information campaign as part of its ongoing efforts to keep people safe.

“This campaign has undoubtedly helped to save lives and whilst it has evolved over the course of the pandemic, the core messages have remained the same. People need to continue to follow the public health advice to keep themselves and others safe from Covid-19.”

Stephen Bogan, Managing Director at Genesis, added: “It’s been a genuine honour to work so collaboratively with The Executive Office and Government Advertising Unit teams to create the vitally important, insight-driven Covid information campaign.

“We know from tracking research just how effective the advertising has been in encouraging safer behaviours, and it’s great to now receive industry recognition for our collective efforts.”

Notes to editors: 

  1. The Covid-19 campaign which ran over the last 18 months, comprised of a number of specific campaign strands including Stay at Home to Save Lives, StopCOVID NI app launch, Wear one for everyone face coverings, Don’t pass it on, Limit your contacts, Safe Shopping, Vaccination roll out and Keep following the public health advice.
  2. Independent research reported that the ‘We all must do it to get through it’ campaign line was cited as trusted, promoting vigilance and togetherness.
  3. Independent post campaign tracking reported on average 84% people in NI agreed that this advertising stood out and you would notice it.
  4. Independent post campaign tracking reported on average 8 of 10 people in NI agreed that the campaign would persuade them to take steps to protect themselves and others from coronavirus infection.
  5. Across the entire campaign period, the campaign reached nearly 100% of the NI adult population, with the social media campaigns reaching 1.1 million NI adults.

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