All in all together news brands omnigov and uk government form partnership to help save lives and inform the nation

Client: The UK Government

Agency: Team Nation: Newspaper Industry & OmniGOV

"On 9 April 2020 Team Nation was born – a first-ever alliance between rival news industry publishers and MG OMD’s OmniGOV.

Just seven days later the biggest news brand campaign the UK has ever seen was launched with over 600 national and local newspapers cover wrapping their papers, some for the first time, and taking over their websites with the same unified front page message:

“Stay at home for the NHS, your family, your neighbours, your nation, the world and life itself.”

Over the following 12 weeks during the peak of the pandemic, the “All in, all together” partnership between the UK government and Team Nation delivered public information that helped inform the nation and save lives.

The quality of the content, the agility in ways of working and the seamless collaboration across Team Nation have been key to the campaign’s success.

The public have engaged with the campaign, followed the advice and changed their behaviours to help play their part in overcoming this terrible virus.

Delivering “All in, all together” has taken a collaboration of a scale never seen across the news industry before.

By pulling together as one team and working together with the client to a single shared goal of supporting the nation throughout the crisis, Team Nation has been instrumental in providing a powerful platform of trusted information for millions of people across the UK."