The latest integrated campaign from The Sun, developed by News UK’s dedicated agency Pulse Creative (a joint-venture between The&Partnership, m/SIX and Wunderman Thompson) celebrates amazing people who have gone above and beyond for others during the COVID-19 pandemic, say the publishers.
The creative features footage of nominees and winners of The Sun’s Who Cares Wins Awards - an event now in its fourth year which was hosted earlier this month at The Roundhouse in London and televised on Channel 4 in partnership with The National Lottery.
According to The Sun, it aims to shine a light on the “amazing heroism, bravery and sacrifice of people who have made an extraordinary contribution to the nation during one of the most challenging periods in its history”.
The campaign kicked off with a YouTube campaign sharing inspiring stories of the nominees and encouraging readers to watch the awards show broadcast (for the first time ever) on Channel 4.
After the awards show, a TV and cinema campaign launched nationally from 20th to 30th September. Voiced over by Davina McCall, the work features stories of dedication and selflessness across a number of categories including Best Doctor, Best Nurse, Unsung Hero, Mental Health Hero, Young Hero and Groundbreaking Discovery.
There will also be a suite of local press in winners’ hometowns to celebrate the impact of their work in their own communities.
David Sandall, Marketing Director, The Sun says: “The Sun has a long history of celebrating and supporting the healthcare heroes who keep us safe. Their work has never been more important than in the past year, and through the Who Cares Wins Awards and this accompanying campaign, we’re proud to say thank you and give them the recognition they absolutely deserve.”
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