We delivered a campaign for, and from, the people of the region. A campaign that was instantly relatable and would represent frontline workers who were contributing to the North East’s Covid response, alongside everyday folk who were also doing their bit.
Featuring ten local people – from schoolgirl Emily who was shielding due to medical conditions, to Jas the bus driver, who kept frontline workers moving – our solution quickly established emotional connections by putting a friendly face to what was usually CAPS ON Covid comms from the government.
To support North East residents in knowing what was being asked of them, we designed and built BeatCovidNE.co.uk – a hub which collates and simplifies national guidance and delivers it through a regional lens. This meant that residents no longer had to decipher what the rules were for them.