Challenge

Due to Covid 19 restrictions introduced on 23rd March the hospitality and close contact sectors had remained closed.

In preparation for the relaxation of restrictions on 4th July, Wakefield Council wanted to create a campaign aimed at both business and consumers to ensure that both groups were aware of the requirements enabling businesses to open safely, but also to communicate what was required from the public to ensure that they kept themselves, and others, safe.

In addition, we needed to direct businesses to the online digital information hub providing Covid related advice.

Solution

An overarching creative campaign was developed with the flexibility to appeal to both audience groups and tailored to the hospitality and close contact sectors, and to be used for any future market sectors requiring support.

We created the “Enjoy It Safely Does It” campaign. The creative rationale was that the changes introduced were really positive and should be enjoyed after months of lock-down, but reminding everyone that tight restrictions remained in place to ensure safety.

The campaign was launched with a photo call with representatives from the various business sectors and a senior council representative.

The campaign was brought to life using digital screens across the city, mobile ad vans in the outlying areas where digital screens were not available, and an extensive social media campaign.

Wakefield Council ambassadors visited pubs, restaurants, cafes and hairdressers and took photos of businesses following the guidelines and the public enjoying the experience. The images provided great content for the social media channels.

Result

In research undertaken by Wakefield Council the campaign achieved a 95 % yes rate when asked “ Do you feel you have enough information about how to protect yourself from Coronavirus” This compared to an 86 % national rate.

The campaign attracted 1757 unique web page views compared to the pre campaign rating of 423 and the social campaign received a 234 % increase in engagements with over 10k link clicks.

Extensive PR coverage was obtained with the campaign featured prominently on the screen in Trinity walk on Sky News and BBC National News as well as extensive local coverage. The media value provided a 10 fold return on investment.