With much misinformation, the uptake of the COVID-19 vaccination has been low within ethnic minority groups.

GottaBe! together with the NHS, began raising awareness on vaccinations to educate the ethnic communities in Hampshire. As multicultural marketing specialists, they know how to engage the ‘hard to reach’.

Their community champions began to spread the word, starting conversations in the communities. This allowed GottaBe! to merchandise ethnic stores and connect with local employers to effectively reach the Eastern European community in Hampshire. GottaBe! used their knowledge of ethnic minorities to make COVID-19 vaccination more accessible by sharing targeted information via social outreach.

Along with all the above, a series of radio ads were delivered across Hampshire to ethnic media outlets. All materials were delivered in the appropriate language to allow people to make educated decisions.

Keep an eye out; GottaBe! have made a few changes not to be missed!

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We continue with our showcase of incredible campaigns carried out by members of our community through the Covid pandemic period. These cases were selected by our panel of judges as having used creativity or incredible management skills to support the Covid cause or to overcome the problems created by it.

Our feature this week includes Promotigo; using their data and marketing skills to assist the leisure sector to manage the restricted opening up regulations.

Guest Visit by Promotigo; Helen Millichamp Managing Director

Scan, track and welcome back

[youtube url=”https://www.youtube.com/watch?v=Xqkt5jvLyYQ” width=”500″ height=”300″]

In June 2020 as the Covid pandemic looked to be easing, pubs and restaurants had the opportunity to reopen but only under very specific controls. Businesses already in considerable turmoil faced the challenge of having to register every guest who came back to their venue, making sure they adhered to all the government guidelines, and with the specific outlets having responsibility to ensure it complied with fairly complexed data rules and privacy policies.

Promotigo, a promotional platform used for campaign and data management, evolved their platform to create an end‐to‐end journey for venues and visitors to meet government requirements. Outlets could register themselves and create their own unique QR code identity so guests could safely and efficiently register themselves via their phones. The QR code was easy to use and could be displayed throughout the venue where appropriate. As the system was virtually self managed it allowed staff to focus on reopening their doors without the risk of hefty fines or complex procedures. It was so successful it was later adopted by the government with the launch of their tracking app in October 2020.

Judges’ quote

“This was a simple and easy solution to an increasingly relevant challenge across pubs and restaurants in the UK, and the fact that the government later followed this same method with their tracking app is testament to the efficiency of the product.”

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In the second of our 6 featured cases from campaigns carried out through the Covid pandemic we have another case that we think showcases our industry’s specialism and creativity in overcoming very difficult circumstance.

All of the 6 case studies were selected by a panel of judges from a much wider pool of impressive work carried out by IPM member organisations and this week we are featuring this submission from Whistl.

Whistl

Campaign Management

Karen Roberts, Account Director and Mark Davies, Managing Director, Whistl (Doordrop Media) Ltd

Becs Phillips. Marketing Manager, RNLI

An impressive doordrop rescue

Many of the RNLI’s conventional forms of fundraising were closed-down due to Covid 19 restrictions, stemming vital funding. In addition, the organisation faced increased cost in ensuring their lifesavers were kept Covid safe during continued operations. Alternative methods of fundraising needed to be found to raise a targeted £880k in donations.

The RNLI turned to Whistl who by using donor data and their refined predictive modelling techniques identified specific areas to target potential donors. Whistl also provided support in the creative to help ensure it had maximum impact on delivery.

The campaign helped raise almost £1 million for RNLI, exceeding previous expectations and ensuring that Covid‐19 hadn’t meant a lost summer of fundraising for this remarkable life‐ saving cause. The ROI on this campaign was outstanding and the very nature of this technique meant that 45% of responding donors were new to the RNLI.

Judges’ quote

Whistl did what all good marketing should – target people where they are most receptive. And during a national lockdown the power of doordrops became even more relevant, helping a well-deserving cause stay front of mind even when they couldn’t be face to face, to exceed RNLI’s fundraising targets

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The Big Issue (TBI) has launched SVOD channel The Big Issue TV in partnership with Alchimie as its latest innovation in a year of seismic digital change for the social change organisation.

The organisation is capitalising on the fast-growing SVOD market which is seeing a huge uptick in consumers wanting to subscribe directly to premium content that appeals to their interests and resonates with their outlook

TBI TV, will showcase documentary films that are challenging, provocative and vital viewing.

From the environment and politics to social activism, finance, culture, health and technology, the range of subject matter mirrors The Big Issue magazine’s focus on the key stories that shape the world.

All the films have been hand-picked by TBI’s editorial team from Alchimie’s library, one of Europe’s largest libraries of premium programming and are ready to view when and where viewers want, with hours of new content added each month. For a cost of just £3.99 per month, subscribers will have access to a raft of brilliant, thought-provoking documentaries.

“We’re delighted to partner with this fantastic media brand to bring TBI TV to life. Our partnership not only provides TBI TV with a vast pipeline of premium documentaries to choose from and direct management of the channel, but Alchimie Studio provides the editorial team with the ability to create original and exclusive content, animations and highlights –  creating a truly bespoke SVOD channel for TBI TV with unlimited opportunity for creativity and expression. Finally, Alchimie’s technology and distribution network work together to deliver a new revenue stream for the organization, without compromising its brand values.” Said Barry Llewellyn, Managing Director, Alchimie UK

One of the opening offerings on TBI TV will include The Climate Change Cover-Up, which reveals the scandalous suppression of information about the impact of fossil fuels on the planet, right up to the Trump White House era, while A Revolution in Four Seasons charts two women on opposing sides of a battle for the democratic future of Tunisia – the country that sparked the Arab Spring. Fight Hate With Love follows a former prisoner’s battle to prevent children from following in his footsteps.

TBI TV is the latest exciting development in a year of innovation for The Big Issue. In the last 12 months, TBI had to rebuild and recreate the business model almost overnight when the Covid-19 outbreak forced vendors off the street during the first lockdown.

Russell Blackman, MD for The Big Issue, says: “Covid changed everything for The Big Issue and our vendors. The launch of TBI TV is yet another way in which we are adapting and innovating in an ever-changing landscape to grow our reach, influence and impact in order to support some of the most vulnerable people in our society.

“As part of our commitment to digital growth, TBI TV will build a new audience, raise awareness of issues that matter, and inspire viewers to take action. The greater the awareness we can generate, the greater the impact we can have on people and the planet.

“It will also help drive alternative sources of income to The Big Issue that will allow us to continue to provide the essential services and support to vendors, which they desperately need.”

The Big Issue has supported more than 2,000 vendors during the Covid-19 crisis, making payments of almost one million pounds to help them with accommodation, food, bills, connectivity and so much more, as well as maintaining contact with vendors during the difficult months when they were unable to sell the magazine and interact with their customers and local communities.

More than 500 vendors across the UK have signed up to TBI’s new online subscription page, meaning customers can buy the magazine directly from them even while they are off the street. TBI also released a podcast, The Big Miss You, which explored stories of connection between vendors and customers during the lockdown. And the organisation’s digital edition, The Big Issue app and website have been launched, overhauled or re-energised. February 2021 was the website’s busiest month on record.

In addition, TBI has been able to create new products such as a vendor app, to improve digital inclusion for vendors who are frequently amongst the most digitally excluded in Britain.

To subscribe for the introductory rate of £3.99 per month, visit www.thebigissue.tv.

With Big Issue vendors still unable to sell, you can support The Big Issue’s 100 Days of Action Appeal by buying a subscription from your vendor or by subscribing online at bigissue.com/support.

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One year on from the first COVID-19 lockdown, Cheryl Lythgoe, Matron at Benenden Health, offers advice to businesses on how they can support employees’ physical health whilst working from home.

Twelve months ago, when many businesses up and down the country shifted their operations to home working, the prospect of employees setting up workspaces away from the office was widely seen as a short-term measure.

However, one year on, and with stay-at-home restrictions still in place, as much as 40 per cent of the UK workforce are still working from home, with more than 11 million people operating in environments that aren’t necessarily conducive to physical health. Musculoskeletal (MSK) problems – conditions that affect the joints, bones and muscles – have risen, with the Institute for Employment Studies revealing a “huge uptick” in reports of back pain since the advent of remote working prompted by the pandemic.

With the prospect of many businesses exploring hybrid models to ensure a healthy work-life balance, employers should – if they haven’t already – look at what they can do to enable staff to work healthily and productively from home. Here are five tips to make this process effective and stress-free as possible.

Change the mindset around home working

Up to this point, home working may have been seen as a short-term measure by both employers and employees. However, now is a good time to consider whether the reality is that in some shape or form, remote working will have a permanent role to play within your organisation.

If so, changing the mindset of the business and your employees into believing and accepting that home working may be part of their lives in the long-term is an important step. This acceptance can encourage employees to consider their space at home as a permanent fixture and as such, they will be more inclined to consider changes than if they believe it will just be ‘for a little while longer.

Employers have the same legal duty of care for remote working employees as they do for office-based workers, so it’s important to change your mindset to ensure you are considering the safety of employees in their own home in the same way you would if they were in an office. 

Conduct a remote risk assessment

In a given workplace, risk assessments allow employers to keep a tab on the physical wellbeing of their employees’ workspaces: remotely, this is much more difficult to achieve; and the impact of COVID-19 on business continuity has meant that this has – understandably – fallen off the list of many organisations.

A comfortable workforce is a more productive one, so it’s important that employers take some time to see if their teams’ needs are being met whilst working remotely.

For the best uptake, keep questions short and pointed. Ask each of your team members what they lack and what they need.

Invest in the basics

Ordinarily, those who spend a lot of their day sitting (e.g. at a computer) would have a reasonably ergonomic chair and desk set-up, allowing the spine to be elongated. Poor seating arrangements equate to us sitting in “C” shape, which is the root cause of many MSK problems, whether or not they are pre-existing.

As such, ensuring employees have a height-adjustable chair, a peripheral mouse, a wrist wrest and a footrest in place is a simple yet hugely important step in combating potential MSK issues. While most employees may have similar requirements, ensure that you are not simply adopting a one size fits all approach and that you support individuals that have specially-adapted workspaces in the office to accommodate these requirements at home.

If providing all employees with the right equipment is too much of a practical or financial challenge, there is some compromise “hacks” to help you on your way. Encouraging employees to use a book or an angled lever arch file to elevate a laptop to a more ergonomic height and position is a straightforward solution and above all, simply ensure employees are not conducting their working day from their sofa: it’s an absolute no-no in terms of your posture!

Encourage regular movement

A typical workplace is a hubbub of banter, interruptions and meetings – all of which make us get up from our seats and walk around, even if only to the water cooler. Remote working is seeing more of us spend protracted periods of time sat stationary. We need to move, whether that’s proactively walking or stretching ourselves out every so often.

Whether it’s going for a walk, marching on the spot or shrugging our shoulders gently every so often, these actions will pay dividends to aching bodies so encouraging remote workers to move every half hour can help avoid the dreaded seize-up.

Consider if you can gamify exercise for your team and help bring out some camaraderie. A simple challenge, that everyone in the business can complete, could act as a real incentive. This approach not only facilitates exercise but also shows your team that taking a quick break and looking after their health is endorsed from the top down.

For more ways to promote keeping mobile within your organisation, you can download our guide here which features a range of beneficial daily exercises.  

Provide access to physiotherapy

Rapid access to physiotherapy, particularly first contact physiotherapy, will be an ever-increasing need during remote working, for all of the reasons above.

There’s already a backlog of patients waiting to be seen, so it pays to have a partner on your side that can provide your team with rapid assessment and referrals if needed. Timely intervention from physiotherapists isn’t just about getting the injured back to work; it’s about keeping healthy people at work and away from a long-term injury.

By taking action and supporting employees to work healthily and have access to relevant healthcare, employers can show commitment to their staff, express a proactive attitude to the future and cultivate a healthy and productive workforce to the benefit of everyone within the organisation.

For more information, go to https://www.benenden.co.uk

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Amidst many consumer challenges over Free School Meals, Hovis^® Best of Both^® has committed to increasing its support for families living in food poverty by donating an additional 250,000 loaves. This is enough bread to make an additional 2.5 million sandwiches in 2021 on top of the annual donation of 250,000 loaves from the brand. The bread is being donated in partnership with the charity FareShare, the UK’s longest-running food redistribution charity, which, along with Hovis, also supports the Marcus Rashford Child Food Poverty Taskforce. In 2020, Hovis donated 250,000 loaves from across their range – providing enough slices for 2.5m sandwiches to those families living in food poverty.

Not only has Hovis committed to increasing its bread donations to create 2.5 million additional sandwiches in 2021, but it has also promised that its donations will be of Best of Both, one of its longest-standing product ranges that have just re-launched with a new recipe. The new Best of Both is rich in Vitamin D which helps to support the immune system1.

Health and immunity remain at the front of minds and the benefits of Vitamin D are believed to be even wider than just maintaining bone and muscle health and helping the normal function of immune systems. As such, Public Health England (PHE) has set out a recommended daily intake for Vitamin D1 of 10 micrograms.

Hovis Best of Both is rich in Vitamin D, which helps to support the immune system1, a source of fibre and protein, rich in calcium to maintain normal teeth and bones and is also low in fat and sugar. Just two slices of this new and delicious loaf contain at least a third of your daily recommended Vitamin D and calcium intakes.

Nina Shanahan, Head of Marketing, said “With the figures for child food poverty increasing, we’re committed to continuing the work we are doing with FareShare and the Taskforce to tackle food poverty. We are pleased to increase our support not only to provide tasty bread but to provide more bread that has nutritional ingredients such as Vitamin D.”

Marcus Rashford MBE said “Hovis’ commitment to supporting those children most affected by hunger is the reason I invited them to join the Child Food Poverty Taskforce. The active steps Hovis has taken to help cover deficits with great quality product is brilliant and I can’t thank them enough. The inclusion of Vitamin D into the product also guarantees children are getting the vital nutrients they need.”

Lindsay Boswell, CEO FareShare, said: “Huge thanks must go to Hovis who have stepped up to support vulnerable communities across the country with bread, at a really challenging time. This donation is very welcome and FareShare will be distributing these loaves to the many thousands of charities across the UK that remain open to provide a lifeline to those most vulnerable communities throughout 2021.”

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The UK’s number one breakfast cereal, Weetabix, is returning to TV screens with a topical and light-hearted New Year creative. The campaign will encourage the nation to start the day right with versatile, inspirational recipe ideas and will feature the by-line now synonymous with the brand – ‘Have You Had Yours?’.

The £2million campaign, set to reach 70% of the UK population five times each, will run across TV, Video on Demand, online and social media platforms through January and February. The retailer-specific activity includes online advertising via Criteo and ‘Pay Per Click’ investment to ensure Weetabix is top of mind for the health-seeking audience, as up to 30% of Weetabix sales are now made online.

To support the ATL campaign, instore and online retail will feature a ‘Superfood’ message highlighting Weetabix Original and Oatibix’ nutritional benefits, including 100% wholegrain, high in fibre and added vitamins and minerals, helping shoppers to make healthy choices this New Year.

Gareth Turner, Head of Brand at Weetabix Food Company, comments: “The new TV ad and in-store campaign kick starts another big year for Weetabix and builds on our ongoing commitment to driving category sales. In 2020 we made our biggest marketing investment for more than a decade and this campaign sets Weetabix up nicely for a host of exciting activity throughout 2021, including our exclusive partnership with The Football Association.

“Start the year with an Original Superfood’ builds on the insight that 40% of the UK said that they ate more during the lockdown,  and a significant 80% want to make greater attempts to stay healthy – so we are looking to inspire Brits to start 2021 (and the day) in the best possible way.”

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2^nd December 2020: This festive season, the LEGO Group reveals what A Really Cool World it could be if it were imagined through the eyes of a child, with the launch of an exciting, immersive experience.

Families will be able to step straight into a brick built world inspired by the 2020 LEGO Holiday advert, which sees a bespoke reimagining of the iconic song What a Wonderful World remastered to celebrate the creative and colourful outlook of children. The advert can be viewed here: https://www.lego.com/holiday.

From 5^th December, families in London will be able to visit Covent Garden and have their creativity ignited as they explore the wonders of A Really Cool World. The re-imagined song lyrics, which include “I see sausage trees, I see them bloom, my horse is blue, this guy goes zhoooom”, have been brought to life in brick-form and are set to surprise and delight kids and adults alike.

Creativity is encouraged around every corner, from the moment families step through the colourfully lit A Really Cool World archway, to when they spot a sausage tree, show off their best dragon-slaying princess pose or enjoy some dancing on the LEGO DOTS dancefloor.

For families wishing to head to Covent Garden to explore A Really Cool World in person, tickets are free but must be reserved in advance at www.coventgarden.london/lego-christmas.

For anyone not able to visit in person, they can experience an immersive walkthrough online. Accessible via mobile, tablet devices and computer, families can visit http://www.coventgarden.london/lego-christmas from 3rd December to be virtually transported through A Really Cool World.

Online visitors will also be able to take part in a digital treasure hunt, keeping eyes peeled for LEGO Santas hiding throughout the experience and enter into a prize draw to win family tickets to the LEGOLAND® Windsor Resort to use in 2021.

A Really Cool World is part of the LEGO Group’s Rebuild the World campaign which celebrates the magic of the everyday as experienced by children through LEGO play. The campaign showcases families coming together and experiencing the joyful, humorous adventures that children create and explore as they build, unbuild and rebuild with LEGO bricks.

Marius Lang, Head of Marketing, UK & Ireland at The LEGO Group said, “When we start to rebuild the world through the eyes of children, things suddenly become infinitely more creative, colourful and playful.  It is our mission to continually encourage and develop that creativity and we’re so pleased that this year we get to bring our ‘A Really Cool World’ to life at such an iconic and festive location.”

We want all families to be able to experience this regardless of where they live and whether they can visit London, so with our immersive digital offering they can virtually zoom around and explore!”

For families who are able to visit Covent Garden this December, they can also find hidden LEGO builds throughout across the Covent Garden estate, from LEGO signposts to the beautifully lit Wonderwood.

Covent Garden visitors and those at home can also watch the creativity come to life on their own devices via Snapchat. A karaoke lens will help families learn the A Really Cool World lyrics, and a world lens will ensure they are able to experience the creativity wherever they are – in Covent Garden, at home or when they are out and about!

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Secret Cinema’s award-winning lockdown entertainment series Secret Sofa presented by Häagen-Dazs will return for a festive finale on Friday 18 December 2020 at 7:30 pm (GMT) to raise funds for Crisis – the national charity for people who are homeless.

Keeping spirits bright this Christmas and spreading joy, Secret Sofa by Häagen-Dazs will return to facilitate a virtual seasonal screening of the 2003 comedy Elf, starring Will Ferrell as Buddy.  The beloved comedy movie is gift-wrapped around Buddy, who as a baby stowed away in Santa’s sack and ended up at the North Pole. Raised by elves, as an elf-like adult, Santa allows him to go on an adventure to New York City to find his birth father and that’s where the shenanigans begin!

So, embrace your inner elf, start working on that costume and prepare to Ho Ho Ho with laughter.  And if you’re running short of inspiration sign up to the Secret Sofa by Häagen-Dazs newsletter where you’ll be immersed in the world of the film, given costume suggestions and plenty of ideas for how to shift the dial on the Clausometer.

You will also receive a special Häagen-Dazs discount code to order their new indulgent chocolate nut range dubbed as ‘the chocolate on every elf’s lips’ to order via an exclusive collaboration with Amazon Fresh. And as a tribute to Buddy the Elf, Häagen-Dazs and Piper-Heidsieck have also put a twist on an iconic classic to deliver the must-have champagne ice-cream float of Christmas with their original ‘Bud’s Fizz’ which you can recreate at home before settling in to watch the film.

There will be an after-party on Zoom from 9:45 pm (GMT). Tickets are only £3 and all proceeds will go to Crisis.

In a bid to spread some joy and raise some much-needed funds for Crisis, you are encouraged to share your best (s)Elfie photos enjoying your Häagen-Dazs, with the hashtag #ElfieForCrisis. Everyone deserves the dignity of having a safe place to call home. To help fight homelessness this Christmas and beyond, we’re asking all elves to show us their Christmas cheer with their best (s)Elfie pics and for every post uploaded on Facebook and Instagram until Friday 18^th of December, Secret Cinema and Häagen-Dazs will donate £1 to Crisis.

The film is available for streaming across: Apple, Amazon, Google, Rakuten, BT and Microsoft.

For eight weeks over Summer lockdown, Secret Sofa in collaboration with celebrated ice cream brand Häagen-Dazs entertained the nation by facilitating a virtual in-home screening of Secret Cinema’s most celebrated and critically acclaimed films, as well as lesser-known gems. This hugely popular home entertainment series that included bespoke content, character narratives and interactive elements, sparked the imagination of the nation with people around the country creating their own cinema experiences at home, winning consumer and industry awards in the process from the likes of Time Out and The Drum including The Grand Prix for best-in-class experience. With 2020 permanently on the naughty list, this is the perfect way to end the year on an uplifting high.

Max Alexander, CEO, Secret Cinema comments: “The Secret Sofa series was a smash hit and we brought joy to so many people at a time when they really needed that ‘virtual’ connection and interaction.  The audience participation, which is at the heart of every Secret Cinema experience was incredible and our social media channels were full of home videos and pictures of people joining in and celebrating the film of the week. Back by popular demand with our partner Häagen-Dazs, we wanted to thank our fans, spread some pre Xmas joy and raise money for Crisis.”

Arjoon Bose, spokesperson for Häagen-Dazs comments: “Secret Sofa by Häagen-Dazs allowed us to bring thousands of #HaagIndoors moments to living rooms across Britain and deliver a joy-filled experience while creating a new cultural moment during an unprecedented period of isolation. The love from our collective consumer base as well as the industry recognition was truly a vibe that captured the heart of the nation. We’re delighted to make a Christmas comeback with our friends at Secret Cinema to finish 2020 with cheer and communal vibes with a touch of our signature indulgence but more importantly, be a real force for joy during this season by helping the homeless.’’

Jon Sparkes, Chief Executive of Crisis comments: “We are hugely grateful to Secret Cinema and Häagen-Dazs for donating the proceeds from their fun festive screenings to Crisis. Christmas will be different for us all this year, but thanks to the generosity of our supporters we’ve been able to adapt our services so that we can still be there for the people that need us – providing a safe place to stay, companionship, food and support – and hope for a future away from homelessness.”

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The UK’s most effective brand activation agency, ZEAL Creative, supported Yeo Valley Organic to engage consumers, drive trial and deliver memorable brand experience inspired by nature.

During the first lockdown, the University of Cumbria found that Brits’ connection with the natural world deepened, as people spent more time in nature every day. In particular, two-thirds of parents and guardians said their children spent more time than usual in nature¹. To capitalise on greater public interest in wildlife, ZEAL developed campaigns that celebrated Yeo Valley Organic’s brand value: ‘Put Nature First’.

ZEAL launched two direct mail campaigns in August 2020 that enabled the brand to engage with its target audience, contact-free. Rooted in Yeo Valley Organic’s dedication to supporting Britain’s bee population through building hives, adopting sustainable farming methods and protecting natural habitats, the first campaign distributed wildflower seeds, brand information and activities to one million people. The initiative enabled Yeo Valley Organic to connect with consumers in the comfort of their own homes and give them materials to actively contribute to its mission.

ZEAL also developed ‘Get Back to Nature’ activity boxes, which were delivered to 15,000 families with young children, to educate and keep small minds occupied during a summer of restrictions. To broaden reach, the activities were available online, providing an important digital method of activation and capitalising on increased time consumers spent online this summer.

The results increased brand awareness and by incorporating a money-off coupon to encourage sampling with new shoppers, the brand could tangibly track uplift in sales.

Lisa Nyman, Account Director at ZEAL Creative, comments: “This is our first experiential project for Yeo Valley Organic, and we were excited to exercise our creativity and develop campaigns that would be effective even during the national lockdown. By understanding how consumer purchasing behaviours were changing in response to the pandemic, we developed campaigns that resonated and took quality brand experiences directly into UK households.

“As well as an uplift in sales, the ‘Get Back to Nature’ boxes supported Yeo Valley’ Organic’s content strategy. The activities drove visitors to the brand’s online activity hub and were used to strengthen influencer relations, providing social media interaction.”

Kate Sharrock, Yeo Valley Organic Brand Manager, says: “We had to completely reinvent our activation plans for 2020 and focus on reaching consumers at home. It was still important for us to connect with new consumers and communicate what our brand stands for. Distributing wildflower seeds meant households could contribute to our mission of supporting Britain’s bees, which play an integral role in food production.

“We loved the final campaigns. The team at ZEAL developed an innovative concept to help us to drive sales in challenging conditions but also reach young families and give them something fun to combat boredom during the summer holidays.”

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