The U.K. outdoor industry has come together to donate media space across the country to thank key workers such as healthcare professionals and supermarket staff who are working on the frontline to fight coronavirus.
Initiated by Outsmart, the OOH trade association, the campaign will run throughout April and May on media space donated by blowUP media, Clear Channel, JCDecaux, Mass Media, Maxx Media, Ocean Outdoor and UKBillboards, with more members expected to come on board as the campaign progresses.
The creative is by Mother and deploys light humour to remind the key workers heroes that they’re much appreciated; calling out the "croc wearin', "stethoscope slingin'" "loo roll deliverin'" heroes in a series of rhyming lines.
Digital out-of-home specialists Grand Visual produced the work, which runs across roadside and retail locations aimed at reaching key workers.
“It is great to see the OOH industry together doing its part," said Tim Lumb, Director of Outsmart. "As Covid-19 continues its rapid spread around the globe, it’s important to recognize and show appreciation and boost to those workers that are not staying home but are out and about helping us through these tough times.”