As coronavirus cases increase by the day, the NHS has urgently adapted its strategy to make the 'Stay Home' message harder hitting by featuring footage of frontline staff.
Created by MullenLowe, the latest campaign parks the chief medical officer’s direct address in favour of real footage of NHS workers at the frontline, reminding those at home of the severity of the crisis.
The film also features real clips from other aspects of the ongoing pandemic, including those clapping in support of the health service, abandoned streets due to lockdown, those taking food responsibly to vulnerable adults, and people taking their one hour of exercise a day.
While this change of direction ditches Chris Witty's address, actor Mark Strong's voice is still present.
Against the backdrop of footage, his reads out: "Coronavirus is a national emergency – life-threatening for people of all ages, everywhere in the UK. To help save lives, stay home.
"Only go outside for food, health reasons or work – but only if you cannot work from home. Stay home. Anyone can get it and anyone can spread it – stay home. Protect the NHS front-line staff working to save lives."
The work is accompanied by display and social media activity that urges people to 'act like you've got it,' and reminds them that 'anyone can get it' and 'people will die.'
Since the outbreak began, the government has been scrambling to relay the public message that people must take the outbreak seriously. Despite this, coronavirus cases are accelerating by the day, highlighting the need for the government to ramp up its approach and make its messaging more direct and urgent.
The previous TV campaign followed the Prime Minister's televised address, whereby Boris Johnson announced stricter measures to combat the spread of the coronavirus outbreak.
As the UK went into lockdown, MullenLowe created a coronavirus campaign that followed the same format as previous initiatives, with the chief medical officer, Chris Whitty, addressing the country directly.