Look Into My Eyes

HM Government

The UK government is calling on the public to think about the impact of their actions on healthcare staff and patients in its latest TV ad in the national effort against Covid-19. The spot, which broke on the 22 January, 2021, and was created by MullenLowe London, features close-up shots of various faces – some wearing surgical masks, others ventilation masks. It ends with the message: “Look them in the eyes and tell them you are doing all you can to stop the spread of Covid-19.”

It marks a shift in emphasis in the government’s comms from a focus solely on adhering to the rules, towards encouraging people to take personal responsibility and consider the impact of their behaviour on others, and follows insights that revealed the current messaging in the “Stay at home” campaign had resulted in reduced levels of social contact.

The ad was created by Jane Briers and Dave Cornmell and directed by Simon Ratigan through HLA. The media agency is OmniGov. Other agencies involved in the campaign are Freuds, MMC and 23red.