April 2020 saw the first-ever alliance between rival news industry publishers and OmniGOV to help the government amplify critical coronavirus messaging to the nation. Just seven days after the announcement of ‘All Together’ the largest news brand content partnership the UK has ever seen was launched.
More than 600 national and local newspapers wrapped their papers – some for the first time – and took over their websites with unified messaging. On the front of the newspapers, the ad read: “Stay at home for the NHS, your family, your neighbours, your nation, the world and life itself.” On the back cover, there was a rainbow – the symbol of support for key workers during the fight against the pandemic – accompanied by: “Staying at home for Britain.”
Since launch, the ‘All Together’ campaign has run with the pace, agility and rigour of a newsroom delivering vital information to readers in a compassionate tone they could relate to. Through continuous phases of branded content, the campaign deepened public awareness and has been highly effective in reaching high risk audiences.
Newspapers are the lifeblood of our communities and we need them now more than ever. Their role as a trusted voice and their ability to reach isolated communities is especially vital at this time. With this campaign, we are both saving lives by providing essential information to the public and supporting cherished local institutions.Cabinet Office Minister, Michael Gove