Advertising Association president Keith Weed – the former Unilever marketing chief – has issued a rallying cry to both brands and their agencies to support the new “Enjoy Summer Safely” campaign by adopting critical public health messages in their new advertising.
The campaign already has the backing of over 30 brands, including O2, Carex and Deliveroo, who are adopting the health messages required to achieve a safer easing of the lockdown.
All companies with advertising campaigns that can be evolved to include key messaging around “Enjoy Summer Safely” are encouraged to contact the partnerships team at the AA Covid-19 communications hub, to join the coalition.
The campaign has been designed to work with partners from sectors including finance, retail, telecoms, hospitality, accommodation and manufacturers of household brands.
Partners will be provided with a campaign lock-up, messaging to build into communications the essential behaviours to re-engage safely, including social distancing, handwashing, face coverings, surface cleaning and customer logging as well as campaign resources on brands’ own channels.
Weed said: “We launched our new mission in at the start of the year to show how responsible advertising can make a real positive contribution to the people, society, businesses and the economy of the UK.
“Covid-19 brought that importance into stark relief and the support from brands during lockdown to reinforce messages like ‘Stay Home’ was brilliant.
“We need to do exactly the same thing now to help rebuild consumer confidence as the lockdown eases. Now is the time for all brands to help mainstream vital public health messages by joining this coalition.”
The AA has been at the forefront of initiatives to keep the advertising and marketing industry afloat since the pandemic first erupted in February, including calls for a tax credit for advertising to kick-start the economy and support growth and jobs.
In late June, when the lockdown was first eased, AA chief executive Stephen Woodford said: “Advertising plays a vital role in building consumer confidence and increasing economic activity, this role has never been more important.
“The reduction in social distancing will be welcomed by colleagues across the creative industries in cinemas, museums and other cultural venues, as well as by the tourism and hospitality sector, which all depend on advertising to reach their customers.
“UK advertising, with its brilliant combination of strategic, creative, technological and production capabilities, will play a crucial role in the recovery.”
More details on the coalition are available on the AA website>
Over half of brands have increased spend since outbreak
Digital to escape Covid ad wipeout but still shrink 5.5%
Get ’em in: ‘Ads will be vital’ as lockdown is relaxed
Marketing firms urged to continue to work from home
Industry calls for tax credit plan as spend faces £4bn hit
Forget material world, here come caring, sharing Brits
Back to the future: media consumption turned on head
Coronavirus-themed ads strike a chord with consumers
Crisis-hit consumers more willing to try out new brands
‘Seismic’ shift to push online grocery market up 33%
Online stampede is a mixed shopping bag for brands
Boom or bust: Online winners and losers of Covid-19
Covid-19 Britain: Bakers, creators, musos and DIYers