NHS Media Partnership
Government & Public Sector
Multichannel
Overview
A first-of-its-kind, cross-platform community media campaign delivering government health and Brexit messaging to multicultural UK audiences during the COVID-19 pandemic.
Following the success of Media Reach’s radio campaigns in partnership with the UK Government during the early stages of the COVID-19 pandemic, a new initiative was launched: the Community Media Partnership. This campaign brought together the UK Government, NHS, and a wide range of TV channels, radio stations, and print publications to deliver public health and Brexit-related messages directly to minority ethnic communities across the UK. Content was tailored in multiple languages, using familiar voices and formats, to ensure clarity, cultural relevance, and trust. It marked a milestone in inclusive communication on a national scale.
Brief
Brief
Multilingual media content to build vaccine confidence, clarify government initiatives, and deliver key information to underserved communities.
The campaign aimed to achieve several critical outcomes: build confidence in the COVID-19 vaccine, increase uptake, educate on the rollout process, and reassure the public of the vaccine’s safety. It also addressed essential topics such as mental health, social distancing, Brexit support, and digital NHS tools. The target audiences were ethnically diverse groups, including South Asian, Black African & Caribbean, Chinese, Polish, Turkish, and Russian/Lithuanian communities. Messaging was delivered in native languages and supported by local influencers and presenters to ensure maximum relevance and reach.
Strategy & Approach
Strategy & Approach
Localized voices, multilingual messaging, and platform-native content—all within a unified, government-aligned framework.
This campaign was the first time a single media agency coordinated government messaging across more than 20 TV stations, 12 radio networks, and 30 print titles. All creative was delivered in culturally appropriate formats and native languages—ranging from Urdu and Hindi to Polish, Tagalog, Mandarin, and more. We adopted a “Freedom Within a Framework” model: providing a consistent message while allowing community voices to deliver it in their own tone and language. Presenters, influencers, and case studies were carefully selected for their authenticity and community trust. Creative execution was fast, high-quality, and audience-first—ensuring the right message reached the right people in the right way.
Results
Results
Unprecedented reach, high engagement, and viral impact across TV, radio, and print.
The campaign successfully delivered:
TV: Over 20 multilingual and faith-based TV channels aired bespoke content, with several ads going viral on social media.
Print: 30 campaigns from April to December 2020 in 8 languages, with 400,000+ circulation and 1.2 million estimated readership per campaign.
Radio: Partnered with 12 multicultural radio stations, airing content in 11 languages. Each campaign reached approx. 700,000 listeners through a combination of 3-minute interviews, 60-second cut-downs, and live presenter reads.
Together, these efforts ensured that vital government messages were not only seen and heard—but truly understood—by millions across the UK’s most diverse communities.
More Works
(MRA — 02)
©2024
NHS Media Partnership
Government & Public Sector
Multichannel
Overview
A first-of-its-kind, cross-platform community media campaign delivering government health and Brexit messaging to multicultural UK audiences during the COVID-19 pandemic.
Following the success of Media Reach’s radio campaigns in partnership with the UK Government during the early stages of the COVID-19 pandemic, a new initiative was launched: the Community Media Partnership. This campaign brought together the UK Government, NHS, and a wide range of TV channels, radio stations, and print publications to deliver public health and Brexit-related messages directly to minority ethnic communities across the UK. Content was tailored in multiple languages, using familiar voices and formats, to ensure clarity, cultural relevance, and trust. It marked a milestone in inclusive communication on a national scale.
Brief
Multilingual media content to build vaccine confidence, clarify government initiatives, and deliver key information to underserved communities.
The campaign aimed to achieve several critical outcomes: build confidence in the COVID-19 vaccine, increase uptake, educate on the rollout process, and reassure the public of the vaccine’s safety. It also addressed essential topics such as mental health, social distancing, Brexit support, and digital NHS tools. The target audiences were ethnically diverse groups, including South Asian, Black African & Caribbean, Chinese, Polish, Turkish, and Russian/Lithuanian communities. Messaging was delivered in native languages and supported by local influencers and presenters to ensure maximum relevance and reach.
Strategy & Approach
Localized voices, multilingual messaging, and platform-native content—all within a unified, government-aligned framework.
This campaign was the first time a single media agency coordinated government messaging across more than 20 TV stations, 12 radio networks, and 30 print titles. All creative was delivered in culturally appropriate formats and native languages—ranging from Urdu and Hindi to Polish, Tagalog, Mandarin, and more. We adopted a “Freedom Within a Framework” model: providing a consistent message while allowing community voices to deliver it in their own tone and language. Presenters, influencers, and case studies were carefully selected for their authenticity and community trust. Creative execution was fast, high-quality, and audience-first—ensuring the right message reached the right people in the right way.
Results
Unprecedented reach, high engagement, and viral impact across TV, radio, and print.
The campaign successfully delivered:
TV: Over 20 multilingual and faith-based TV channels aired bespoke content, with several ads going viral on social media.
Print: 30 campaigns from April to December 2020 in 8 languages, with 400,000+ circulation and 1.2 million estimated readership per campaign.
Radio: Partnered with 12 multicultural radio stations, airing content in 11 languages. Each campaign reached approx. 700,000 listeners through a combination of 3-minute interviews, 60-second cut-downs, and live presenter reads.
Together, these efforts ensured that vital government messages were not only seen and heard—but truly understood—by millions across the UK’s most diverse communities.
More Works
(MRA — 02)
©2024
NHS Media Partnership
Government & Public Sector
Multichannel
Overview
A first-of-its-kind, cross-platform community media campaign delivering government health and Brexit messaging to multicultural UK audiences during the COVID-19 pandemic.
Following the success of Media Reach’s radio campaigns in partnership with the UK Government during the early stages of the COVID-19 pandemic, a new initiative was launched: the Community Media Partnership. This campaign brought together the UK Government, NHS, and a wide range of TV channels, radio stations, and print publications to deliver public health and Brexit-related messages directly to minority ethnic communities across the UK. Content was tailored in multiple languages, using familiar voices and formats, to ensure clarity, cultural relevance, and trust. It marked a milestone in inclusive communication on a national scale.
Brief
Multilingual media content to build vaccine confidence, clarify government initiatives, and deliver key information to underserved communities.
The campaign aimed to achieve several critical outcomes: build confidence in the COVID-19 vaccine, increase uptake, educate on the rollout process, and reassure the public of the vaccine’s safety. It also addressed essential topics such as mental health, social distancing, Brexit support, and digital NHS tools. The target audiences were ethnically diverse groups, including South Asian, Black African & Caribbean, Chinese, Polish, Turkish, and Russian/Lithuanian communities. Messaging was delivered in native languages and supported by local influencers and presenters to ensure maximum relevance and reach.
Strategy & Approach
Localized voices, multilingual messaging, and platform-native content—all within a unified, government-aligned framework.
This campaign was the first time a single media agency coordinated government messaging across more than 20 TV stations, 12 radio networks, and 30 print titles. All creative was delivered in culturally appropriate formats and native languages—ranging from Urdu and Hindi to Polish, Tagalog, Mandarin, and more. We adopted a “Freedom Within a Framework” model: providing a consistent message while allowing community voices to deliver it in their own tone and language. Presenters, influencers, and case studies were carefully selected for their authenticity and community trust. Creative execution was fast, high-quality, and audience-first—ensuring the right message reached the right people in the right way.
Results
Unprecedented reach, high engagement, and viral impact across TV, radio, and print.
The campaign successfully delivered:
TV: Over 20 multilingual and faith-based TV channels aired bespoke content, with several ads going viral on social media.
Print: 30 campaigns from April to December 2020 in 8 languages, with 400,000+ circulation and 1.2 million estimated readership per campaign.
Radio: Partnered with 12 multicultural radio stations, airing content in 11 languages. Each campaign reached approx. 700,000 listeners through a combination of 3-minute interviews, 60-second cut-downs, and live presenter reads.
Together, these efforts ensured that vital government messages were not only seen and heard—but truly understood—by millions across the UK’s most diverse communities.
More Works
©2024