#AdFab: our favourite ad of the week St Lukes - 'stay at home'

In such an unprecedented time, brands (like people) are trying to figure out how they should behave. We’ve seen some good strategies from brands adapting their purpose to support the call to stay at home - Deliveroo, Brewdog and Nike to name a few. And then there have been some bad strategies, where brands are heavy handedly trying to still be relevant - which can lead to approaches lacking in integrity, more focused on wanting to be seen helping. 

As the country is perhaps starting to get used to the concept of self-isolation, a week ago the gravity of the situation was still not landing with some. And this was what drove the creative director at St Luke’s to want to send a clear message to the public, pleading with them to change their behaviour at this time and stay inside. Using the organisation that is at the heart of the crisis, doing the most to help, to back up the plea.

There’s beauty in simplicity.

And the end message is nothing but a simple instruction. 

By reversing the iconic NHS logo, to read SHN - stay home now - it creates a galvanised message to the public. Don’t send the NHS backwards. 

The image has spread organically on social media (more than 300,000 views), shared by the NHS and celebrities. Which just goes to show, word of mouth and uniting an audience is sometimes all you need to get your message across.

So lets keep up the great efforts #togetherathome!