Cambridgeshire County Council



  • Public sector


  • Design
  • Content strategy
  • Video

The client

Around 850,000 people live within Cambridgeshire and the city of Peterborough. Cambridgeshire County Council and Peterborough City Council have been delivering Covid-19 public health messaging across multiple channels since the start of the pandemic. 

The challenge

In the context of rising Covid-19 infection rates nationwide, the council required a campaign to reiterate the importance of sticking to the rules to help prevent further spread of the virus. With the vaccine rollout only just beginning, the consequence of any complacency creeping into people’s behaviour was likely to have serious implications for public health and the NHS. The messaging needed to be persuasive, accessible and quick to deploy.

The solution

CPL quickly devised and executed a powerful and resonant campaign centred on the theme of standing firm against the virus. With very little time at our disposal, our response was grounded in authenticity: real stories told by real people. Five short films featured candid testimony of the horrors of suffering from Covid-19 but, importantly, with the emphasis on #standfirm: a positive, tangible step that we could all take to help prevent others getting ill.  CPL also designed social media and outdoor advertising assets featuring the subject framed by the doorway of their home. The accompanying branding was clear and bold: reiterating the sense of defiance and resilience.

The results


Views across Cambridgeshire and Peterborough councils’ social media channels during first seven weeks


Distinct stories told across film, social media and outdoor advertising

Media coverage

Generated extensively across television news, radio and regional press. Read more.

We needed to act quickly to drive home the message that this was not the time for complacency. CPL moved at pace and created an original and powerful concept that could be filmed safely and delivered efficiently at short notice. With typical care, attention and flair the team ensured the contributors’ voices were heard and that their message was clear and compelling. The stories are moving and inspirational in equal measure and have made a real impact across the region.

Matthew Hall, Business Partner for Communications
Cambridgeshire County Council

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