All In, All Together

Case Study

Newsworks all in all together intro logo


  • Government and Public Health


  • Audience influence maps
  • Brand positioning and purpose
  • New business and marketing narratives
  • Prioritised sources of growth


As Coronavirus hit the UK, the Government instituted ‘stay at home’ guidance that affected the whole of the UK. National adherence and unity was essential to public health outcomes.


The UK’s news publishers came together to create an unprecedented partnership with Government to get across the most important public health messages under a unified creative umbrella ‘All In. All Together.’ From external wraps of most of the UK’s newspapers to customised content partnerships, the partnership played a significant role in the biggest public information campaign in UK history.


Hook Strategy worked with Newsworks, OmniGov and the UK’s major newspapers to create a process of insight, creation and effectiveness tracking that ensured that key messages cut through when they were needed the most.

I consider Matthew one of the best strategists in our industry. He has an astounding ability to turn complex business problems into simple solutions. Matthew is both strategic and analytical and can delve into detail without losing sight of the bigger picture. I wouldn’t hesitate to recommend him.”

Tracy de Groose

Executive Chair


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