We worked with dating app Badoo to use its outdoor advertising inventory to broadcast thousands of messages from users to NHS and frontline workers at Piccadilly Circus.
Tens of thousands of messages of affection were shared and aired in real time at the iconic central London billboard, making it the longest ever published love letter.
Messages so included: “We’re here because you’re there” (by Thomas in Cardiff), “Not all heroes wear capes, thank you!” (Hollie in Croydon) and “A million billion thanks for all your selfless care, help and support – you’re all amazingly brilliant!” (Emily in Birmingham).
We also worked with the brand to create content dealing with the realities of dating from home while in lockdown.
“We have been seeing incredible acts of kindness, love and support taking place across the country in recent weeks, which inspired us to do our bit to raise the spirits of the amazing NHS and frontline workers who are putting their lives on the line day in, day out,” said UK Brand Marketing Director Natasha Briefel.