The regional and national press have launched a three-month advertising partnership with the government by running the same cover wrap across hundreds of titles.
It comes after a number of calls were made for the government to make better use of the regional press in order to spread awareness about staying safe during the coronavirus pandemic.
Today all regional and national daily news brands will run the copy “Stay at home for the NHS, your family, your neighbours, your nation the world and life itself” as a cover wrap and online homepage takeover, while weekly titles will run the wrap next week.
On the back cover the ad doubles up as a poster and features the rainbow, which has been adopted as the symbol of support for key workers throughout the crisis, along with the copy: “Staying at home for Britain.”
The three-month partnership includes a branded content element to further amplify public information, campaigns and messaging “in a style and tone more familiar to readers”.
Chancellor of the Duchy of Lancaster and Minister for the Cabinet Office Michael Gove said: “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.
“With this campaign we are both saving lives by providing essential information to the public, and supporting cherished local institutions.”
Newsworks executive chair Tracy De Groose, who led the industry’s unified response to the government’s brief, said: “We are working with the government throughout this crisis to deliver their important advertising messages in a way that will resonate with readers.
“This is an amazing first for the newspaper industry and a clear demonstration of how we can bring it altogether for a brand campaign of this scale.
“As we all know the trusted flow of information is more important now than ever before and this partnership is a powerful endorsement of the strong relationship we have with our growing audiences across our local, regional and national news brands.
“Of course, our journalists will continue to scrutinise the actions of the government at every turn of this pandemic and they will continue to play their part in defeating this terrible virus.”