Is Brand Collaboration Really Needed due to COVID-19?

Advertising Association President and Former Unilever Chief Marketing and Communication Officer spoke about the UK government’s “Enjoy Summer Safely” campaign and the positive improvements companies can take form Covid 19. According to Keith Weed, (President of Advertising Association), brands have a vital yet unique role in UK’s responses to Corona Virus. He insisted that as trusted brands are vital in helping the public understand the new rules government has communicated as lockdown eases.

“The next phase is complex to communicate and it’s about the role that brands can play in that communication,” Weed explains. “Whether that’s on washing your hands with Dove, or hygiene when it comes to the Domestos and Dettols of this world.” He is a firm believer that brands can make hygiene messages a mainstream and common practice for society. Keith Weed would also add, “Brands are very much part of our everyday lives and we engage with brands with everything from hair to recipes. When it comes to thinking about how do you keep yourself safe going forward, brands can mainstream that message,” With their “Enjoy Summer Safely” campaign, the AA president claimed that it bridges the collaboration between the government and the brands. Brands such as Boots, Carex, and O2 are amongst of the many brands who are collaborating together with the government to help inspire the hygiene message through their channels.

Other bigger brands have also come together to support the campaign. BT, CIF,, Dettol, Domestos, Dove, EE, Greene King, JD Wetherspoons, McDonald’s, Mastercard, Mitchell & Butlers, Nationwide and Vodafone have also collaborated with the government to promote the campaign. For example, MullenLowe created a campaign that features a TV Ad, supported by radio, print and out-of-home and social media. The nationwide drive encourages safe and responsible summer leisure activities. Since its launch, the campaign has gone to include form just 11 brands to 30, but Weed still urges others to join. “More is more rather than less is more. More brands will make more impact.”