Royal Mail approached ON to ensure the British public were made aware of the newly enhanced social distancing measures introduced as a result of the pandemic. The brand was calling on customers to give their postie a ‘thumbs up’ from a two-metre distance as a way of saying thanks – and as a way of maintaining a safe distance.
With posties continuing to make deliveries while the majority of the UK was in lockdown, we knew there was going to be an inherent news value. Armed with a well-versed spokesperson from the heritage brand, the team took a top down approach – targeting Ask the Expert segments as well specialist covid programmes that had cropped up.
The day started at dawn and finished at dusk – with over 30 interviews crammed into the schedule. Highlights of the day included an in-depth feature on LBC.