2021
NHS ⎯ Information That Saves Lives
Clarity Delivered When It Mattered Most
Government & Public Sector
Multichannel
Brief
During the pandemic, the NHS needed to deliver life-saving Covid-19 information to multicultural communities who faced a higher risk and lower access to trusted health guidance. Reaching them required culturally intelligent communication delivered in the languages, voices, and environments people already rely on.
Strategy
We developed a nationwide partnership programme distributing weekly, bespoke content across 41 ethnic TV stations, 33 radio partners, and 30 multicultural print titles, supported by digital amplification and PPC. Messaging was delivered by respected presenters, doctors, faith leaders, and local community figures, in 13 languages, allowing information to feel natural, credible, and emotionally safe.
Content was refreshed weekly to reflect evolving NHS updates, ensuring timely clarity, high relevance, and community confidence at scale.
Results
The result was a first-of-its-kind multicultural information framework that made public health messaging more accessible, relatable, and trusted during a moment when clarity literally saved lives.
7.0M+
Radio impacts among multicultural audiences
400K+
Weekly ethnic print circulation with 1.2M readership
9.6M+
TV reach per burst across ethnic stations
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
2021
NHS ⎯ Information That Saves Lives
Clarity Delivered When It Mattered Most
Government & Public Sector
Multichannel
Brief
During the pandemic, the NHS needed to deliver life-saving Covid-19 information to multicultural communities who faced a higher risk and lower access to trusted health guidance. Reaching them required culturally intelligent communication delivered in the languages, voices, and environments people already rely on.
Strategy
We developed a nationwide partnership programme distributing weekly, bespoke content across 41 ethnic TV stations, 33 radio partners, and 30 multicultural print titles, supported by digital amplification and PPC. Messaging was delivered by respected presenters, doctors, faith leaders, and local community figures, in 13 languages, allowing information to feel natural, credible, and emotionally safe.
Content was refreshed weekly to reflect evolving NHS updates, ensuring timely clarity, high relevance, and community confidence at scale.
Results
The result was a first-of-its-kind multicultural information framework that made public health messaging more accessible, relatable, and trusted during a moment when clarity literally saved lives.
7.0M+
Radio impacts among multicultural audiences
400K+
Weekly ethnic print circulation with 1.2M readership
9.6M+
TV reach per burst across ethnic stations
More Works
(MRA — 02)
©2024
2021
NHS ⎯ Information That Saves Lives
Clarity Delivered When It Mattered Most
Government & Public Sector
Multichannel
Brief
During the pandemic, the NHS needed to deliver life-saving Covid-19 information to multicultural communities who faced a higher risk and lower access to trusted health guidance. Reaching them required culturally intelligent communication delivered in the languages, voices, and environments people already rely on.
Strategy
We developed a nationwide partnership programme distributing weekly, bespoke content across 41 ethnic TV stations, 33 radio partners, and 30 multicultural print titles, supported by digital amplification and PPC. Messaging was delivered by respected presenters, doctors, faith leaders, and local community figures, in 13 languages, allowing information to feel natural, credible, and emotionally safe.
Content was refreshed weekly to reflect evolving NHS updates, ensuring timely clarity, high relevance, and community confidence at scale.
Results
The result was a first-of-its-kind multicultural information framework that made public health messaging more accessible, relatable, and trusted during a moment when clarity literally saved lives.
7.0M+
Radio impacts among multicultural audiences
400K+
Weekly ethnic print circulation with 1.2M readership
9.6M+
TV reach per burst across ethnic stations
More Works
©2024