1. Brief

The UK OOH industry came together to launch ‘Grateful Britain’, a nationwide Linear DOOH campaign to pass on the nation’s gratitude to NHS staff and other key workers that continue to work on the frontline of the fight against COVID-19.

2. Response

Created by Mother and produced by Grand Visual, ‘Grateful Britain’ deployed light humour to remind the hero key workers that they’re very much appreciated.

Using a series of rhyming lines, the campaign called out some of the different job roles that are keeping the nation going during difficult times.

The campaign messaging developed in line with the overall situation.

3. Results

The DOOH campaign ran across roadside and retail locations aimed at reaching key workers who are out and about and working tirelessly around the clock.

Initiated by Outsmart, the OOH trade association, the campaign ran throughout April and May on media space donated by blowUP media, Clear Channel, JCDecaux, Mass Media, Maxx Media, Ocean Outdoor and UKBillboards.

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