Modern Marketing

Outdoor ads light up locked-down streets in praise of essential workers


By Imogen Watson | Senior reporter

April 3, 2020 | 4 min read

With the streets largely empty as people ‘stay home for the NHS,’ the UK’s out-of-home (OOH) industry has come together 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 white 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.’

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OOH bodies come together in praise for essential workers injected light humour to abandoned streets

OOH bodies come together in praise for essential workers injected light humour to abandoned streets

The colloquial copy gives thanks to doctors, nurses and lab technicians, to supermarket workers, delivery drivers 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 Alight Media, blowUp media, Clear Channel, ECN, Elonex, Emerge Advertising, 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.

The campaign follows the #thankyouNHS campaign, that replaced out-of-home ad space with bright blue messages of support for the nation’s health service.

Outsmart: Grateful Britain by Mother

By Outsmart

Overall Rating 5/5

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