The power of direct mail proven as Boris writes to the nation
01 April 2020
The Prime Minister has announced that he will be sending a letter to every UK household urging everyone to stay at home.
“We know things will get worse before they get better,” the letter states “but we are making the right preparations, and the more we all follow the rules, the fewer lives will be lost and the sooner life can return to normal,”
He will also thank all those working for the NHS. “It has been truly inspirational to see our doctors, nurses and other carers rise magnificently to the needs of the hour. Thousands of retired doctors and nurses are returning to the NHS – and hundreds of thousands of citizens are volunteering to help the most vulnerable. That is why, at this moment of national emergency, I urge you, please, to stay at home, protect the NHS and save lives.”
The letter will come with a leaflet containing the government’s advice on hand washing, rules on leaving the house, guidance for those self-isolating with symptoms or shielding vulnerable people, and explanations of symptoms.
The letter and leaflet are part of the government’s public information campaign on coronavirus, and are expected to cost £5.8 million to print and distribute.
Over the past few days there has been criticism surrounding the communication of social distancing, with many people unsure what they are and aren’t allowed to do. Direct mail has been chosen as the most cost effective and personal way to get the message across. A few weeks ago we wrote an article for Decision Marketing about the benefits of direct mail during this crisis and these points have been proven right. The tangibility, deliverability, personalisation and longevity of the mail make it the most appropriate mass communication channel for a public awareness campaign.
Stay at home everyone and stay safe!