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Early in the UK's first Covid lockdown the news industry was tasked with helping deliver important health information clearly and memorably to often hard-to-reach audiences. Silas Amos Design Thought used wit to persuade, with messaging built around a memorable graphic device that ran across all the UK's newspaper covers - the first time in history they all shared the same front page. The back cover was designed as a poster that readers could put up to carry the message forward. Gaining 76% awareness with news readers made this one of the most successful campaigns for the government ever.