The most challenging and rewarding campaign we’ve been involved with dates back to the dark days of lockdowns when we were helping Genomics England roll out a ground-breaking Covid-19 genetic research study across the country.
Our brief was to generate media coverage about a rolling series of temporary ‘pop up’ blood centres, where volunteers donated a blood sample to help scientists discover why some people become critically ill from coronavirus while others experienced mild or no symptoms.
In particular, we were tasked with reaching hard to reach groups – and in particular, ethnic and minority community groups on a hyper-local level. With a disproportionate number of Covid patients who ended up in hospital having Asian and Black heritage, scientists needed people from these communities to join the study to help discover new ways of beating the virus.
Armed with a list of dates of when the centres were opening, we started the long process of generating coverage, with the campaign kicking off in Edinburgh and Glasgow. Along with interviews on regional, faith and community radio stations – including the BBC Asian Network – and coverage in local Facebook groups, the news was spread across towns and cities, with stories appearing in media outlets including Bradford, Kent, Bristol, Leeds, Manchester, Cardiff, Slough, BBC London News, Plymouth, Sheffield, Preston and Birmingham.
By its completion more than 57,000 people had taken part, making it the world’s largest study of the genetics of critical COVID-19. Crucially, it revealed fresh details about some of the biological mechanisms behind the severe form of the disease – a total of 16 new genetic variants associated with severe COVID-19 were identified, opening new fields of research focused on potential new therapies and diagnostics.
