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.

My role was about refining messaging and ensuring that the urgent, sobering tone remained absolutely consistent across every channel to help drive home the reality of the situation. I worked to ensure that the heavy, impactful messaging landed exactly as intended, whether it was for a digital ad or a large-scale campaign asset. It was a massive collaborative effort that required a high level of sensitivity and a sharp eye for detail, making sure that every piece of copy contributed to a unified voice that encouraged the country to follow the rules and, ultimately, save lives.