Where: MullenLowe
When: November 2020-February 2021 & May 2021

When the government introduced new Covid-19 ‘lockdown’ rules in January, our challenge was to get the country to follow them.

A segmentation study by Kantar identified three key risk groups: Believe the risk (60%), unsure of the risk (20%) and disbelieve the risk (20%).

The data showed that those who believed the risk were far more likely to follow the rules, whereas those who didn’t believe the risk were far more likely to not follow the rules. We needed to make that risk real for those who were unsure or didn’t believe it.

Click on the gif to see my covid-19 response work for the NHS and HM Government.