#MyHeroes campaign celebrates frontline workers

Campaign pays tribute to frontline workers during the Covid-19 pandemic, with digital photos and messages thanking individuals for their efforts across more than 200 screens nationwide


Brand Central

14 April 2020

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A nationwide digital advertising campaign has been launched to pay tribute to workers on the frontline during the Covid-19 pandemic and to highlight their continued hard work and dedication.

The #MyHeroes campaign encourages members of the public to show their appreciation to all the essential workers who are keeping the country running during this difficult time, and to share a story or message about them online using the campaign hashtag.

User-generated content, which will be gathered via the specific call-to-action hashtag, will be displayed on digital advertising screens across Ireland.

Members of the public can put forward a message about any frontline worker in their life, from supermarket and convenience store workers to healthcare workers, armed forces, fire brigade, community workers and carers to journalists. The campaign also underlines the government’s ‘Stay at Home’ message, by encouraging people to reach out to loved ones online.

When a tweet has been selected to feature in the campaign, an illustration of the digital screen, and how the message has appeared, will then be replied to the person so they can share their support further through social media, and – most importantly – show their hero their appreciation.

The campaign will run on more than 200 ‘Out of home’ (OOH) screens across the country, with the advertising space being provided free of charge by Orbscreen, Adtower, MJ Flood Digital/Promogroup, Micromedia, Clear Channel and Wide Eye Media. Agencies Kinetic and DOOH.com are encouraging others to get onboard to support the campaign, and to amplify the messages of gratitude for essential workers.

“In times of uncertainty, it is important to promote positive news,” said Caroline DeCourcy, insights director at Kinetic. Frontline workers across all essential industries are working in high pressure situations and we want to show our gratitude to our everyday heroes during this difficult time.” She also extended “a special thanks to all the media owners who donated space for this special display of appreciation”.

Andrew Phipps-Newman, CEO of DOOH.com added: “This campaign, and our time, is being contributed by DOOH.com to the out of home industry; turning outdoor media into a community service channel.”



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