The Drum Awards Festival - Extended Deadline

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Agency: Mother
Client: Outsmart
Date: Apr 2020
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While the streets lay abandoned as people ‘stay home for the NHS,’ the UK’s out-of-home (OOH) came together as one, to broadcast the nation’s gratitude for those working tirelessly on the frontline of the fight against coronavirus.

Created by ad agency Mother, the ‘Grateful Britain’ deploys light humour to say thank you to those keeping us safe as we stay at home. Typed simply against a while background, the copy reads ‘Thank you to our croc wearin’, patient carin’, stethoscope slingin’, bin collectin’, letter postin’, prescription fillin’, shelf stackin’, lorry drivin’, loo roll deliverin’ heroes.’

The colloquial copy gives thanks to doctors, nurses and lab technicians, to supermarket workers, delivery drives and postal workers, highlighting the essential services that are the nation’s lifeline right now.

Initiated by Outsmart, the OOH trade association, Grateful Britain will run throughout April and May on media space donated by blowUP media, Clear Channel, JCDecaux, Mass Media, Maxx Media, Ocean Outdoor and UKBillboards, with more members expected to come on board as the campaign progresses.

The DOOH campaign runs across roadside and retail locations aimed at reaching key workers whilst they’re working tirelessly around the clock helping us through the fight against Covid-19. OOH will be supported by social media activity.