Hundreds of newspapers across the country will be running an identical cover wrap and homepage takeover as part of a new Covid-19 advertising campaign.
The “All in, all together” campaign was developed by the newspaper industry as a way of delivering government communications in an “an intimate, human and compassionate tone that readers can relate to.”
It will run for three months across regional and national news brands.
Today’s cover wrap features an NHS message on the front page, with the back cover doubling up as a poster, featuring the rainbow, which has been adopted as a symbol of support for key workers.
“We are working with the government throughout this crisis to deliver their important advertising messages in a way that will resonate with readers. This is an amazing first for the newspaper industry and a clear demonstration of how we can bring it altogether for a brand campaign of this scale,” said Tracy De Groose, Executive Chair Newsworks.
“As we all know the trusted flow of information is more important now than ever before and this partnership is a powerful endorsement of the strong relationship we have with our growing audiences across our local, regional and national news brands.
“Of course, our journalists will continue to scrutinise the actions of the government at every turn of this pandemic and they will continue to play their part in defeating this terrible virus.”
Cabinet Minister, Michael Gove added:
“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.”
It comes after new research from Press Gazette found that more than 2000 newspaper staff have been furloughed as a result of the Coronavirus.
