Government launches Covid ad telling lockdown Britons 'to keep going'
So much for freedom! Government launches ANOTHER Covid advert telling people to stay at home despite falling rates after being accused of ‘scaremongering’ over terrifying ‘look them in the eyes’ campaign
- New government ad will tell Britons ‘to keep going’ with strict lockdown rules
- Campaign will urge caution from Britons as restrictions start to be lifted March 8
- Will be shown on TV for first time tonight and radio, social media ads will follow
- Follows shock advert featuring Covid sufferers and claims of ‘scaremongering’ from Tory MPs
Lockdown-weary Britons will be told ‘to keep going’ in a new government advertising blitz encouraging people to stay at home ahead of the easing of restrictions.
The campaign will attempt to remind people that ‘everything they’re doing is helping stop the spread of the virus’, and they should continue to wear face masks, socially distance and wash their hands regularly.
Accompanied by footage of real nurses giving out jabs and people looking longingly out their windows, a voiceover says: ‘Every sacrifice, every day at home, every covered face, every wipe, every step aside, every 20 seconds, every friend unhugged.
‘Everything we’re doing is helping stop the spread of Covid-19 – let’s keep going.’
The television advert was being shown for the first time on ITV tonight at 7.15pm, but the campaign will also run on radio, advertising billboards and social media.
The campaign is strikingly different to a terrifying TV advert released in January that feature close-ups of Covid patients wearing oxygen masks accompanied by bold thought provoking messages.
Lockdown-weary Britons will be told ‘to keep going’ in a new government advertising blitz encouraging people to stay at home ahead of the easing of restrictions
Accompanied by footage of key workers washing their hands and stacking supermarket shelves, a voiceover says: ‘Every sacrifice, every day at home, every covered face, every wipe, every step aside, every 20 seconds, every friend unhugged’
The television advert was being shown for the first time on ITV tonight at 7.15pm, but the campaign will also run on radio, advertising billboards and social media
On one of the hard-hitting posters for the advert, Britons were told to look at a patient and ‘tell him the risk isn’t real’.
At the time the Government was facing accusations of ‘scaremongering’ from Tory MPs, after Boris Johnson and scientists made the claim that the Kent variant of the coronavirus could be 30 per cent more deadly than older versions of the virus.
The new softer advert comes ahead of the first easing of lockdown, but it emphasises the need for caution to keep the virus under control.
England’s stay at home order will remain in place until at least March 29 despite the minor easing of restrictions and the return of schools on March 8.
The campaign is strikingly different to a terrifying TV advert released in January that feature close-ups of Covid patients wearing oxygen masks accompanied by bold thought provoking messages
In one scene a nurse gives and masked man a Covid vaccination, as the voiceover says: ‘Everything we’re doing is helping stop the spread of Covid-19 – let’s keep going’
England’s chief medical officer Professor Chris Whitty said ‘we must all continue to play our part’ in controlling the spread of the virus.
‘Infection rates are falling, but they still remain very high and the impact of Covid-19 is still putting pressure on hospitals across the country,’ he said.
‘Vaccines give clear hope for the future, but for now we must all continue to play our part in protecting the NHS and saving lives.’
Health and Social Care Secretary, Matt Hancock, said: ‘The British resolve during this pandemic has been astounding. We’ve all pulled together to help each other out.
‘I know it’s been a long year but we can’t let up now. Everything we’re doing is bringing us one step closer to beating this virus.
‘The vaccine roll out is going extremely well and is saving lives – but it is not the only way we will reduce infection rates and be able to get back to normality.
‘So let’s keep going. I encourage everyone to keep playing their part and stay at home – keep washing your hands, wearing a mask and maintaining a social distance which will ensure that, together, we beat this.’
It comes after the Prime Minister set out his roadmap out of lockdown on Monday, with the first easing of restrictions for schools, care home visitors and one-on-one social gatherings outdoors taking place on March 8.
Following this, if coronavirus data passes four key tests on infections, vaccinations, new variants and hospitalisations, then the government will be able to continue with its four-phase programme of loosening restrictions.
On March 29, outdoor gatherings of either six people or two households will be allowed – enabling families and friend groups to meet properly for the first time in months.
Non-essential retail could then reopen in April before pub, bars and restaurants will be able to seat people inside in May.
It is hope that if infections and deaths continue to remain at manageable levels then almost all restrictions could be removed by June 21. The government also has a target of offering every adult a first Covid jab by July 31.
A government spokesperson added: ‘The vast majority of people are staying at home and as a result, the number of COVID-19 cases is falling.
‘However, infection levels remain high and the impact of the second wave is still being seen in hospitals across the country with over 1,000 people admitted to hospital every day.
‘It is critical everyone continues to stay at home and follow the rules to help bring down infections even further and reduce pressure on the NHS.’
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