Campaign
Strategy
Challenge
During the Covid-19 pandemic, early research had shown that young people in London were less likely to wear a face covering in public spaces, and as a result, more likely to spread the virus. The Mayor of London wanted to run a campaign to highlight the importance of wearing face coverings to protect the city. The brief was to target young Londoners specifically and aimed to drastically increase the number of young people wearing face coverings through a series of press, print and digital ad spots, plus a video on-demand ad.
Approach
I aimed to speak to the target audience with a straight and direct message, avoiding a lot of the patronising and clichéd messaging that was crowding health guidance communications at the time. I worked with our in-house copywriter to arrive at the desired messaging, and our photographer to capture images of real Londoners for an authentic reflection of the city.