Government paid £3.7 Million for “Back to School” marketing campaign

Back to class

Sponsored content reassures parents about returning to school. With schools up and down the country reopening this week, branded content explains the importance of going back to school, the safety measures put in place and tips on transportation to and from schools and nurseries.

After submitting a Freedom of Information Request, Parents United UK have obtained confirmation from the cabinet office that the marketing campaign for the full reopening of schools in September was run by media planning and buying agency, OmniGOV.

The agency received £3.7 million for the contract, under which they commissioned editorials such as “Safety First as School Pupils Return to Classrooms”.

Contract information can be found here.

“All in, all together”: News brands, OmniGOV and UK government form partnership to help save lives and inform the nation, Team Nation: Newspaper Industry & OmniGOV | Media Week Awards

“On 9 April 2020 Team Nation was born – a first-ever alliance between rival news industry publishers and MG OMD’s OmniGOV.

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