Government Launches First Ever TV Advert For The COVID-19 Vaccination Programme

Government launches new national campaign to urge under-50s to get the jab. TV adverts began on Monday, showcasing the collective effort of the largest vaccination programme in UK history and how ‘every vaccination gives us hope’. The campaign launched on Monday 26th April and comprises of TV, Radio, Press, Out of Home, Digital, Social and PR and is a cross-agency collaboration between Mullen Lowe, OmniGOV, freuds, MMC and 23red.

People aged 50 and under are being urged to get their COVID-19 vaccine when their turn comes in a major new campaign launch.

The ‘every vaccination gives us hope’ campaign encourages those due to be offered vaccines in the second phase of the rollout to join the millions of people who have already received their jabs.

The new TV advert, which first aired during Emmerdale on ITV at 19.15 on Monday 26th, showcases some of the tens of thousands of health and care workers and volunteers involved in the rollout across the UK, as well as those who have received the vaccine. 

The ad features a poignant soundtrack recorded by songwriter and artist Shells, who was long listed in Glastonbury’s Emerging Talent Competition to perform at the postponed 2021 Glastonbury Festival. The cover of Dinah Washington’s, ‘What A Difference A Day Makes’, will be released to the public on Friday 30thApril through all streaming services including Spotify, Apple music, iTunes and Amazon and will be available on Shazam from the following Monday.

The campaign will also run across radio, multicultural media, social media and out of home advertising like billboards in prominent locations across Manchester, Liverpool and London, including in Piccadilly Circus. A large number of organisations across a wide range of sectors such as gaming, hospitality, banking, retail, manufacturing and construction will also be supporting the campaign – for example, BT will mark the milestone with a message on the iconic BT Tower, Royal Mail are adding a message to mail for all UK households, and Google will feature vaccine messaging on their channels as well as a unique homepage promotion. 

The campaign will predominantly be aimed at people under the age of 50 who will be offered their first dose, as well as the over 50s who are booked in for their second dose, to encourage vaccine uptake and highlight the significant role the vaccine is playing in preventing infections, hospitalisations and deaths. It will also urge the public to get their facts about vaccines from trusted sources like NHS.UK and their GP to make informed and evidence-based decisions. 

The campaign comes as over 33.7 million people have now received a first dose of a vaccine – over 64% of the UK adult population – with 12.8 million receiving their second dose. This means over 24.5% of the UK adult population have now received both doses of a vaccine, with 46.6 million vaccines administered overall.

An additional short film has been developed featuring images showing heart-warming moments from the vaccination programme at locations across the UK, including Salisbury Cathedral, the Royal Welsh Showground in mid-Wales and a stadium on Rathlin Island in Northern Ireland. Captured by photojournalists Jude Palmer, Glenn Edward and Liam McBurney for the UK government, the poignant, never-before-seen photographs depict the monumental national effort to vaccinate the British population and end the COVID-19 pandemic. The images provide an opportunity for people to look back on the programme, reflecting on the heroic efforts to protect those most vulnerable to Covid-19 and look ahead to the second phase of the vaccination programme.

Tom Knox, Executive Partner at Mullen Lowe says: “The next phase of the vaccination programme marks a major milestone and it was important we developed a campaign which captured this huge achievement, but still acknowledged the reassurances people need to come forward and take up the offer of the jab. That’s why we created the tag line ‘Every vaccination gives us hope’. Not only does it provide us an opportunity to celebrate the incredible achievements to date, but it also has the versatility to pull on individual motivations to get the vaccine.”

Conrad Bird CBE, Director of Campaigns and Marketing at the Covid-19 Hub, Cabinet Office, comments: “We understand the vaccine is not a silver bullet or a golden ticket back to normality but with every vaccination the hope of the nation grows, and this campaign looks to capture this public mindset. As we move into the next phase of the vaccination programme, it’s important that we continue to illustrate the importance of the vaccine to younger audiences and that it is still the best protection we have against coronavirus.”  

Miriam Wraight, Head of Creative Content, Channels and Marketing, at the Department of Health and Social care, says: “We should all be so proud of the 45 million COVID-19 vaccine doses that have been administered so far – but we cannot be complacent, there is still a long way to go. This campaign is hugely important in celebrating the herculean national effort that has got us this far, whilst encouraging everyone to get the jab when it’s their turn.”

Visit for more information.

Agency: MullenLowe

Creative Director: Tom Hudson

Chairman: Tom Knox

Joint Head of Account Management: Katie McCambley

Account Director: Hunter Evans

Senior Producer: Barney Ferguson 

Strategy Director: Vicki Holgate, Giles Hedger

Head of Design: Dave Allen

Senior Designer: Augusta Lindquist

Designers: Daniel Murtha, Steph Martin, Tom Hawtin

Producer: Suzi Warraker

Production Company: Blink

Director: Bob Harlow

Executive Producer: Paul Weston

Producer:  Andrew Studholme 

Director of Photography: Spike Morris

Editing house: Final Cut

Editor: Dan Sherman & Matt Gabzdyl

Producer: Frankie Elster

Post-production: Blakc Kite

Colourist – George K

Shoot VFX Supervisor – Dan Sanders

Post Producer – Tamara Mennell

Sound:  Jungle

Creative Director: Ben Leeves


Song: What A Difference A Day Makes

Publisher: Sony ATV

Composers: Adams/Grever

Writers: Maria Grever and Stanley Adams

Master: BMG

Artist: Shells

Production Company: Crxss Agency

Photographer: Tom Oldham

Producer: Ellie Hudson

Retouching: Wellcom

Source: Mullen Lowe

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