While the vast majority of people may have changed their day-to-day behaviours following the lifting of the various COVID-19 restrictions, the reality is that the virus is still out there in the community. To remind people to take care, Core and the HSE have collaborated on a new public health advertising campaign called ‘You Never Know.’ Informed by in-depth qualitative studies conducted by Core Research, the campaign is encouraging people to keep up public health behaviours that slow the spread of viruses, like COVID-19, and help protect people more at risk from serious illness.
While there is less public concern about the pandemic, the campaign encourages the viewer to consider people who are more at risk from COVID-19 (approximately 15% of the population). What puts them at risk may not be visible, such as early pregnancy, cancer treatment, on dialysis or a health condition such as diabetes.
The new advert shows three people who are at greater risk from COVID-19 going about their daily lives, on a train, in a café and at the supermarket. Those around them do not necessarily know that they are at risk. The ad uses everyday signs as the mechanism to reveal the information that these people are at risk and reminds us that we still need to protect them.
Core Creative, working with Strategy, developed campaign elements for specific environments and Spark Foundry, part of Core, has planned a media campaign targeting specific groups of people at specific moments. Digital audio allows for a multi-language campaign targeting non-Irish nationals, while outdoor has been placed in specific environments, relevant to a range of messages. An example is replicating safety signage on public transport, communicating seating, standing and wheelchair capacity, while the at-risk number onboard is “unknown.”
Campaign title: You Never Know
Client Partner: Helen O’Rourke
Client Director: Jo Mullins
Research: Lindsey McAteer, Naomi Staff
Strategy Director: Shane Doyle
Client Manager: Clare O’Reilly
Executive Creative Director: Liam Wielopolski
Creative Director: Helena Jones
Copywriter: Craig Robinson
Agency Producer: Anita McMenamin
Media Planners: Liam Corbett, Kim Irwin, Francois Vieu, Mike Woods (Spark Foundry, part of Core)
Production Company: Saturday Films
Director: Stevie Russell
Producer: Garry Moore
Post-Production Producer: Sinead Bagnall, Screen Scene
Sound Mix: Liam Yelen