The IPA has welcomed the announcement of the government and the newspaper industry’s three-month advertising partnership to help keep the public safe and the nation united throughout the Covid-19 pandemic.
According to Newsworks, the newspaper marketing body for national newspapers, the ‘All in, all together’ campaign idea was developed by the newspaper industry as a way of delivering government communications in an intimate, human and compassionate tone that readers can relate to.
The partnership begins with a cover wrap and homepage takeover across hundreds of newspaper titles.
Says Paul Bainsfair, Director General, IPA:
“This is a clear demonstration from Government of the value it places on the power of advertising and on news brands to communicate key messages to the mass population. This is welcome news for the advertising industry and, crucially, it will ensure the public is made fully aware of the Government’s life-saving ‘Stay at home’ messages during these terrible times.”