We’re experiencing the biggest transformation that any of us have ever seen. As half of the world gets locked down at home, Oliver Banks looks at the communications strategies and plan used to deliver this huge change. Plus, he pulls key lessons that can be transferred to a retail transformation or change initiative and arms you with a communications model to make sure your message lands well.

Listen to this episode to discover:

  • What element was highly effective from the UK government.
  • What could have been improved.
  • Which elements you can take and apply to your retail change programmes.

Branding the UK’s primary motto

The UK’s motto for the coronavirus lockdown has been: “Stay Home. Protect the NHS. Save Lives.”

It’s simple, catchy and meaningful. Plus it includes the action (“stay home”), the outcome (“protect the NHS”) and the end results (“save lives”).

(If you’re outside the UK, the NHS stands for the National Health Service which is the publicly-funded healthcare system for the UK).

The government have made sure this is widely used as part of the Covid-19 countermeasures branding. Examples include:

Stay Home. Protect the NHS. Save Lives. With coloured branding.

Stay Home. Protect the NHS. Save Lives. With warning branding

Don't Meet Up With Mates Stay Home - Protect the NHS - Save Lives

Multi channel, multi format communications

The government communications stretched across many different channels and in many different formats.


And now, even in computer games too.

Codemasters, Dirt Rally

But there were elements which could be better too

But, for the success of the primary motto, some of the more detailed information is as complicated and boring as ever to consume. Here is a snapshot of a webpage:

Lots of words as business guidance

 

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