In January 2021, The UK Government was calling on the public to think about the impact of their actions on healthcare staff and patients in the national effort against Covid-19.
In a development to the familiar Stay Home, Save Lives lockdown campaign, the message moved from a straight directive, to one intending people to question their decision to travel to work, bend the rules, or to not mitigate the risk of transmission.
The striking real-world photography of hospitalised Covid-19 patients was letterboxed with bold type, to ensure the reader was drawn to the eyes of the patient and, hopefully, to stick to the rules.
ART DIRECTOR Jane Briers
COPYWRITER Dave Cornmell
HEAD OF DESIGN Dave Allen
DESIGN Augusta Lindquist
PHOTOGRAPHER/DIRECTOR Simon Ratigan
PRODUCER Josh Burley