Door drops reached every household at a time of national emergency

100% open rate

7.8 days spent in the home, on average

Background

In March 2023, Boris Johnson addressed the nation with a single instruction – ‘You must stay at home’. Despite it being broadcast on what is thought to be the second most watched TV programme in history and in the press and social media, it was clear that many segments of the population might have not been aware of the order. Or the details of what this meant for daily life.

To ensure that the order was clear and unambiguous, and that everyone understood the rules, the government needed to ensure its message reached every household in Britain.

Solution

The government turned to mail, delivering one of the largest door drop campaigns in history, that brought its message to every household in the UK.

A letter from the Prime Minister was sent to 29 million households across England, Scotland, Wales and Northern Ireland. It had 100% reach and signalled authority and gravity.

Alongside it was a detailed leaflet — titled Coronavirus: Stay at Home, Protect the NHS, Save Lives - delivered in both English and Welsh. It provided clear explanations of covid symptoms, hand-washing guidance, rules on leaving the house, instructions on self-isolating with symptoms, and advice on how to shield vulnerable people.

Results

At a time of national emergency, when the stakes couldn’t be higher, the government’s door drop delivered unprecedented impact

100% opened
94% read
7.8 days in the home
Returned to 4.5 times

Source: JICMAIL