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Key workers


key workers

The Challenge

Key workers, often invisible or taken for granted, have some of the most important roles in the country. The NHS are at the sharp end. But others include: delivery drivers, firemen, supermarket staff, teachers, freight teams and the police force. Key workers also include GTR colleagues, supporting the people who need to get to work, by running trains, managing stations and being there for customers.

GTR wanted to mark this commitment with a public thank you to all key workers, showing both their colleagues and customers how much their efforts are appreciated.

We developed a customer facing campaign which carried a simple, clear and direct ‘thank you’ message.

Our Approach

Campaign imagery bought to life the brand promise of ‘We’re with you’, by showing a typical key worker and GTR colleague side by side, at a safe distance.

The campaign appeared across a range of media including out of home, radio, community and national press, social and digital.