For many UK consumers’ last weekend offered a long-awaited moment of freedom, a chance to venture beyond the end of the street, to pubs, restaurants and hairdressers. Yet it was not a euphoric return to business as usual, as social distancing has changed the way consumers’ favourite places, local supermarkets and transport systems work.

The fundamental priority as everything begins to open back up is for people to remember to  stay safe, as a new campaign from the UK Government reminds the country. ‘Enjoy Summer Safely’ is both an invitation to the public to return to the things they have missed and a reminder of the safety messages in place.

The campaign has launched with a TV advert created by MullenLowe that highlights those businesses and places that have been best missed whilst also demonstrating how people can incorporate safe behaviours and good hygiene habits into their everyday life.

A number of UK brands have also pledged their support to the campaign, from Boots, Carex and O2 promoting good hygiene to hospitality businesses like McDonald’s and Greene King championing a safety-first approach to the reopening of their restaurants. The brands involved will continue to promote the ‘Enjoy Summer Safely’ throughout their marketing messaging this summer.

Keith Weed, President of the Advertising Association explained, “In the same way brands helped in communicating the lockdown, they can also contribute to helping everyone re-engage with everyday life, safely.”

The TV advert is a step change from the coronavirus messaging that has underpinned the last few months as it is an optimistic, hopeful slot featuring the reopening of real businesses. It communicates a carefully balanced messaging that reminds people of the reality they are now living in, able to return to some semblance of normality but to ensure they do so, safely.