‘Industry first’ as brands line up to support Government’s 'Enjoy summer safely' campaign

Famous brands including Boots, Greene King and McDonald's are supporting an integrated Government campaign, calibrated for the post-lockdown phase of the COVID-19 pandemic, to kickstart the economy safely.

Multiple brands have joined forces with the Government to support the summer safety campaign
Multiple brands have joined forces with the Government to support the summer safety campaign

The ‘Enjoy summer safely’ campaign encourages the public to return to the things they have missed while following COVID-19 rules, such as visiting a café or pub, or getting a much-needed haircut.

A still from the 'Enjoy Summer Safely' campaign film
A still from the 'Enjoy Summer Safely' campaign film

However, the aim of the campaign is to not only encourage a return to normal life for the British public, but to do so in a way that does not put themselves or others at risk, which could lead to a potential second spike of COVID-19 cases.

The campaign seeks to reinforce four key behaviours among the public: maintaining good hygiene; limiting contact with friends and family; maintaining social distancing; and self-isolating if they or their households show symptoms of the virus.

Conrad Bird, the architect of the successful GREAT campaign and now director of campaigns and marketing in the Cabinet Office COVID-19 Hub, is leading on ‘Enjoy summer safely’ for the Government.

He said: “Government communications has been critical in supporting the lockdown from the start, giving a clear and compelling message about staying at home and staying alert.”

“Now, by working in close partnership with great brands and senior figures from the advertising industry, we can emphasise the Government’s safety-first approach to easing lockdown and enabling businesses to start to recover. This campaign, working in tandem with our public health communications, marks an exciting step in our aim to protect both lives and livelihoods.”

Change of tone

The centre piece of the campaign is a lighthearted film featuring the reopening of real cafés, restaurants and hair salons, as well as other places people have been unable to access since the outbreak began.

It welcomes the public back to the things they missed during lockdown and shows examples of some of the measures that have been implemented to help people enjoy them safely.

The campaign, which runs until August, was devised by MullenLowe and produced by Blink Productions, while Freuds’ Health and Behaviour Change team and 23red are leading on consumer comms and partnership support.

Earned, paid and owned

A poster for the 'Enjoy Summer Safely' campaign
A poster for the 'Enjoy Summer Safely' campaign

The film will be shown on television and supported by radio, print, out of home, social and digital display advertising.

More than 20 well-known brands, spanning health, hygiene, hospitality, retail and finance, have joined the campaign to promote and amplify the messages using their own comms channels.

Greg Sage, corporate affairs director at Greene King, said the company had introduced ‘PubSafe’, a set of five promises across its pubs, for the safety of staff and customers.

He told PRWeek: “We wholeheartedly back the new Government campaign, 'Enjoy summer safely', which is all about encouraging people to enjoy the pub experience but in a way that keeps us all safe.

“We are supporting the campaign through social posts, customer communications and consumer PR messaging to reinforce these government messages and we hope that this will mean customers have the confidence to return to the pub.”

The Government said it was the first time the hospitality industry and leading brands had come together to promote the campaign’s messages via their comms and advertising over the summer.

Keith Weed, president of the Advertising Association, said: “The convening of brands in this way for the greater good of society is hugely encouraging and I look forward to seeing the creative and ingenious ways brands contribute to the campaign. Through the Enjoy Summer Safely campaign some of the UK’s biggest brands will help communicate a message of safety at this important moment.”

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