Next phase of Executive’s Covid-19 public information campaign launched

The Executive today launches the next phase of its Coronavirus public information campaign in the run-up to Christmas.

It’s the latest phase of the multi-channel campaign, and shows how the virus can spread through close personal contact in unregulated settings.

First Minister Arlene Foster said: “We have been living with Coronavirus in our community since March and I know many people are getting tired and frustrated with the virus and the impact on their lives. That can lead to complacency and this new phase of our campaign is to remind everyone to remain vigilant against the threat of the virus.

“We all have a role to play in lowering the transmission of the virus across the community. That’s why we must all continue to keep following the public health advice, keep ourselves, our loved ones and our neighbours safe.”

Deputy First Minister Michelle O’Neill said: “There is no doubt that we are facing into a very tough winter but there is room to be hopeful and optimistic that we continue to move closer to the end of this pandemic. That’s why it’s so important that we don’t become complacent now.

“Coronavirus spreads through person to person contact and the advertisement campaign is there to remind us to limit our contact with others to suppress the spread of the virus. If every person follows all the advice then we have a much better chance of getting on top of this virus.”

Health Minister Robin Swann said: “This year has been extremely difficult for everyone. Coronavirus has left too many families bereaved and has caused untold damage to our health service and economy. But now is not the time to give up, we must continue to work together to beat this virus. We must all continue to follow the public health advice and limit our contact with others.  

“We can assure you this will not last forever, we will emerge from this pandemic and we will all have brighter days with our family and friends again.”

Notes to editors: 

1. This campaign aims to make the threat of Covid-19 much more visible and immediate. It creates a monochrome world where the only colour comes from coronavirus which has been imagined as a luminescent blue substance created through state-of-the-art CGI and motion tracking.
2. It was created by highly experienced and award-winning creative, visual effects and production teams.
3. The stark contrast helps to see how the virus might spread, instantly making the threat more tangible. The campaign will run across TV, radio, outdoor, press and digital platforms.
4. The 'Limit your contacts' television advert can be viewed on the NI Direct website: www.nidirect.gov.uk/articles/coronavirus-covid-19-information-videos
5. This is a different approach from previous Covid-19 campaigns. It is told from a 1^st person perspective which puts the viewer, directly in the shoes of the person portrayed in the advertisement, who is unwittingly bringing the virus home to loved ones.
6. The Executive launched a high profile public information campaign in March 2020. Overall the campaign has been presented over 261 million times, with the average adult in Northern Ireland seeing/hearing the advertising 174 times.
7. A bespoke youth campaign ran from September to Halloween. Overall this element of the campaign has delivered 3,407,000 impacts, meaning the average person aged 16-25 and will have seen or heard campaign messaging on average 15 times. The campaign reached 182,122 young people aged 16-25. This equates to around 82 per cent of the 16-25 population.

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