When COVID-19 shut down West End Theatres, my company asked if I could think of anything useful to do with the London Underground media placements that we’d already paid for (originally to promote shows).
I came up with a simple message and design to inspire hope both for those in and outside the industry.
The ads ended up going way further than just the London underground. Publications including the Sunday Times (back page of Culture), The Telegraph, Mail on Sunday, Evening Standard and Time Out London all offered to repeatedly run the ads for free – and theatres up and down the country put the posters up outside and across the internet.
We received an estimated free media placement value of £436,900 (and counting).
So far, it is estimated that the graphic – in its various iterations – have had over 25 million impressions. The Instagram iteration is ATG’s top performing post in history, and on Facebook, the image accounts for 47% of all shares in 2020.