London Councils is the local government association for Greater London, England. It is a cross-party organisation that represents London's 32 borough councils and the City of London.
London Councils wanted to raise awareness about Covid-19 vaccinations and to encourage people to 'Get the vaccine as soon as possible' to 'Keep London Safe'.
London Councils used Billboard Live, Socialite and Adshel Live in their Digital Out of Home 'Keep London Safe' campaign. Taking full advantage of DOOH's (Digital Out of Home) creativity flexibility, London Councils intelligently displayed multiple languages across our network to connect with as many different audiences as possible.
"We worked with boroughs to identify key areas that had low uptake of the vaccine in their borough and worked closely with Lucy (Account Manager) to identify what screens were within those key areas. Based on these areas, we were then asked to share any key community languages so we could target key audiences by area and language." Jen Turnbull, Communications and Campaign Manager (Keep London Safe), London Councils.
The 'Keep London Safe' Campaign reached huge numbers of people in key London environments, including shopping centres, high streets and pubs and bars and overall, the campaign helped raise awareness about Covid-19 vaccinations and communicated effectively with a variety of target audiences.
"In recent GLA polling we
found Londoners who say they are likely to take the coronavirus vaccine are
more likely to say that they have seen or heard about the Keep London Safe
campaign (41% v 35% seeing or hearing a lot or a little about the campaign)." Jen Turnbull, Communications and Campaign Manager (Keep London Safe), London Councils.
When asked whether Out of Home will continue to be part of London Council's marketing strategy, Jen Turnbull replied "Yes, it's an effective way for us to raise awareness of current COVID-19 guidance and work with the boroughs effectively".