The Problem

In March 2021, COVID-19 lockdown restrictions began to ease across the UK.

Northamptonshire County Council were concerned the enthusiasm of kids and teenagers to meet up with friends could increase the risk of spreading the virus to more vulnerable groups.

NCC wanted to communicate the importance of maintaining responsible behaviours and social distancing but staying connected to friends and family online.

The MindField Thinking

Another stern, government-style ‘tricolon’ announcement from a local authority wouldn’t cut through to a resistant audience. 

We decided to target contexts as well as target audiences.

Contextual factors are often more influential than personality in determining behaviour.

Research showed around 84% of under 18s in UK consider themselves ’gamers’.

We created a distinctive campaign that delivered a message they’ll remember in the context and platforms they relate to.