The UK government has partnered a slew of major brands in a campaign encouraging the public to resume the activities of normal life, while taking care to minimise the risk of coronavirus transmission.
The initiative launched with a montage of brand logos, each featuring the words "Enjoy summer safely", shown on the Piccadilly Lights big screen. Meanwhile a TV ad welcomes people back to places they missed during lockdown while showing some of the new safety measures in place. The tone is much more upbeat and positive than the rest of the government’s coronavirus messaging.
The campaign also includes radio, print, out-of-home, social media and digital activity. Brands including Boots, BT, Carex, Cif, Comparethemarket,com, Dettol, Domestos, Dove, EE, Greene King, JD Wetherspoons, McDonald’s, Mastercard, Mitchell & Butlers, Nationwide, O2 and Vodafone are involved in the campaign and will feature the messaging in their own communications throughout the summer.