#MyHeroes Wins Campaign Week Award
#MyHeroes Wins Campaign Week & The Drum OOH Awards
A Boomerang supported campaign from late spring has been recognised for it’s contribution to supporting the NHS during the coronavirus pandemic, taking gold for ‘Media Collaboration – Covid-19’ in Campaign’s Media Week Awards, as well gold at The Drum OOH Awards for the ‘Grand Prix’ award & ‘Response to Covid-19 – best use of OOH Media for good’ & a highly recommended in the ‘Response to Covid-19 – Best Collaborative Campaign during Covid-19’ category.
When lockdown came into force in the UK, the out-of-home industry was the hardest hit ad channel, prompting the sector to change from an advertising channel into a social channel for good.
The aim was to bring people’s voices out of their homes across the UK – while people couldn’t go out and express their gratitude for frontline workers, OOH would do the talking for them. Media owners across the country, including Boomerang, came on board and the campaign went live in a week.
The creative celebrated the selfless people in our lives – those everyday heroes who, until the pandemic hit, were perhaps taken for granted. It was about putting a face to the people behind the institutions – to tell their story and celebrate them as individuals by lighting up the United Kingdom and Ireland with their faces. People were invited to tweet and nominate heroes and workers with their unique stories, which were then published.
As the people thanking their heroes were mostly unable to leave home to see their faces light up the screens, OOH was linked to social media in a reactive and dynamic way, via a bespoke content management system that was integrated with Twitter.
Judges commended the collaborative efforts and said the campaign drove meaningful messages to individuals to whom it meant the most.