What do you do when the normal rules of media planning and buying won’t work? When data used to inform strategy is obsolete in a matter of days? When media plans need to repeatedly pivot and adapt overnight? This was the situation we faced when embarking on helping the Government respond to the COVID-19 pandemic. Through the creation of a Rapid Response team and a day by day planning process, we reached 90% the UK public at a weekly OTS of 8 and helped save lives.