Hundreds of UK national, regional and local titles have been working together in an 'all in, all together' campaign to deliver government communications to readers during the COVID-19 pandemic.
The multi-publisher campaign which began in April, saw news brands working together with coordinated cover wraps and an online home page takeover, the first time publishers had worked together in this way.
Hannah Ohm Thomas, communications manager of Newsworks, which coordinated the campaign, says it has since featured stories, ideas and information, including a spread on local heroes.
"The marketing partnership kicked off with a spectacular set of cover wraps and an online home page takeover urging readers to 'stay at home for the NHS, your family, your neighbours, your nation, the world, and life itself'," she said.
Further cover wraps were later printed with updated 'stay alert' messaging, and additionally, a weekly branded content element was introduced to amplify public information messaging.
"There has been something for everything," she says, "from explaining to business owners the government support made available to them, to what to do with children during the summer holidays, and information on how the NHS Test & Trace service worked.
"One of my favourites and the first wave of sponsored stories celebrated local heroes. Readers read about a vicar from a West Sussex village who broadcasted his services live on YouTube (via The Telegraph) and a local football team in Scotland which supported the vulnerable in their communities (via Edinburgh Evening News).
"At a time when the country was coming to terms with the new measures, it was just what people needed."
A weekly Q&A series called 'Ten questions with...' - each week with a new team member - brought the campaign to life, and delivered insights into what it was like working on the campaign.
"One thing that echoed throughout was how amazing it has been to work together across publishers," she says. "It has been incredible seeing what is possible if we all work together, and we look forward to hopefully working more like this in the future."