“Encouraging take up of the vaccine will save lives. That’s why ITV has worked with the other broadcasters to create a unique ‘roadblock’ simultaneous transmission so that this message is delivered to the most people at the same time.”Carolyn McCall, CEO of ITV
Read about the biggest 'media roadblock' in advertising history.
An independent video campaign urging ethnic minority communities to dispel myths and take the Covid-19 vaccine has aired across all major UK broadcasters in an unprecedented TV moment which took place on Thursday 18th February at 9:56pm. The video, which features stars addressing unique cultural challenges and concerns around the vaccine in minority communities, launched a campaign to encourage vaccine uptake. The simultaneous television broadcast and coming together of all the major commercial channels and the BBC was a first in British media history.
The original video has been re-edited and reshot with new faces including David Olusoga OBE, Denise Lewis OBE, Beverley Knight MBE, Hugh Quarshie and Hassan Akad in addition to a stellar line up which included TV stars Adil Ray OBE, Sanjeev Bhaskar OBE, Meera Syal CBE, Shobna Gulati, Romesh Ranganathan, Asim Chaudhry, England cricketer Moeen Ali and broadcasters Konnie Huq, Alex Beresford, Mehreen Baig, Ria Hebden and Sonali Shah.
To amplify the message and support community efforts, the UK’s major broadcasters came together unanimously for the first time to offer unprecedented coverage which spanned the whole day on Thursday 18th February but peaked with a simultaneous broadcast of the film on commercial channels at 9:56pm, reaching an estimated audience of over 10 million. The incredible show of unity amongst the channels underlines the importance of the message.
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“We are in unprecedented times and the fact remains this pandemic disproportionately effects people from ethnic minority communities. It’s heartening to see all the major broadcasters come together in an equally unprecedented television broadcast at this crucial time. An indication of how serious this situation is. We must all engage and encourage one another to do the right thing. The message is simple; take the vaccine, save lives.”Actor and broadcaster Adil Ray OBE