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.
Against all odds, the news brand industry came together, working in ways never seen before. 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 ran with the pace, agility and rigour of a newsroom delivering vital information to readers. The carefully delivered relevance for readers ensured the key campaign metrics including recall, trust and behaviour change remained consistently high across the two years of the campaign.
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