News

Government-backed £35m ‘All in, all together’ campaign picks up speed

Posted on: May 6, 2020 by Ian Murray

Community heroes up and down the country are celebrated in local, regional and national titles, as part of the three-month advertising partnership between publishers and the government.

The initiative – All in, all together – featured yesterday (May 5, 2020) with a raft of features and advertising support across titles throughout the UK.

Hundreds of sponsored stories across news brands in print and online were published in the initial phase of the £35m campaign.

Industry organisation Newswork reported a raft of features.

“Just some of those featured include a vicar from a West Sussex village who is broadcasting his services live on YouTube (via The Telegraph), a Welsh café owner delivering free meals to NHS workers (via The Daily Post) and a local football team in Scotland supporting the vulnerable in their communities (via Edinburgh Evening News).”

Launched last month with a cover wrap and homepage takeover, the partnership aims to help keep the public safe and the nation united throughout the Covid-19 pandemic.

Chancellor of the Duchy of Lancaster and Minister for the Cabinet Office Michael Gove said at the launch: “Newspapers are the lifeblood of our communities and we need them now more than ever. Their role as a trusted voice and their ability to reach isolated communities is especially vital at this time.”

The “All in, all together” campaign idea was developed by the newspaper industry as a way of delivering government communications in a way readers can relate to.