665
569m
Gratitude is a spectacular public art installation celebrating and honouring the contribution of NHS Staff and all key workers for their ongoing courage and dedication during the pandemic.
Launching in Birmingham in August 2021 ahead of a free to visit tour taking in Manchester, Edinburgh and London, the display featured 51 uniquely-designed human form sculptures, each one individually designed by national and regional artists and designers to reflect the stories and contributions of key workers during this unprecedented time.
Visitors to the installation were also able to listen to stories and poems voiced by celebrities and written by adults and children, that pay tribute to all key workers
In the autumn, the sculptures were auctioned off to raise funds for NHS Charities Together
In total we gathered 665 individual pieces of coverage across the year with a potential overall reach of 569m.
The celebrity audio voices initiative, created and managed by Sundae Communications, recruited 11 high profile names including Christopher Ecclestone, Julie Hesmondhalgh, Adil Ray and KT Tunstall and created an extra creative strand to the campaign. The announcement was picked up by the i newspaper plus over 100 regional titles including I Love Manchester, What’s On Live Birmingham and Northern Echo.
The official Gratitude launch in Birmingham delivered broadcast interviews with Zandra Rhodes and Charlie Langhorne, including a live broadcast from the installation with BBC West Midlands. Other broadcast and regional titles included ITV Central, Style Birmingham and I Am Birmingham. The installation was also visited and covered by the biggest local regional titles, Birmingham Live and Birmingham Post.
Overall Sundae delivered a highly successful and strategic campaign across the year which established reach in the national and regional press coverage across the country. National press included BBC News Online, The Independent’s Indy100, Asian Image, Yahoo UK News, Metro, Daily Mirror, The Times, The Telegraph, Mail Online and The Sun.
Photos by Scott Kershaw, Jean Luc Brouard and Chris Scott
