All Together

UK Government

Agency: Team Nation (Newspaper industry & OmniGOV)

On 9 April 2020, Team Nation a first-ever alliance between rival news industry publishers and OmniGOV was born to help the government amplify critical coronavirus messaging to the nation.

Just seven days later the largest news brand content partnership the UK has ever seen was launched.

More than 600 national and local newspapers wrapped their papers, some for the first time, and took over their websites with the unified message: Stay at home for the NHS, your family, your neighbours, your nation, the world and life itself.

Over the next 10 months, Team Nation ran the 'All Together' campaign with the pace, agility and rigour of a newsroom delivering vital information to readers in a compassionate tone they could relate to.

Through continuous phases of branded content, the campaign deepened public awareness and has been highly effective in reaching high risk audiences.

Initially launched as a three-month partnership, the campaign is now entering its eleventh month having published 35,000 pages of hope, inspiration and advice, while delivering the results that matters.