Public asked to celebrate frontline workers with #MyHeroes campaign


A NATIONWIDE campaign paying tribute to frontline workers during the COVID-19 pandemic will highlight their continued hard work and dedication.

The #MyHeroes campaign encourages members of the public to show their appreciation to all the essential workers who are keeping the country running during this difficult time, and to share a story or message about them online using the campaign hashtag.

The #MyHeroes campaign aims to give back; to boost morale by letting essential workers know that the nation thanks them and stands with them.

User-generated content, which will be gathered via the specific call-to-action hashtag, will be displayed on digital advertising screens across Ireland.

Members of the public can put forward a message about any frontline worker in their life, from Healthcare workers, Armed Forces, Fire Brigade, Community Workers and Carers, to those providing food and information services to the public.

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Caroline DeCourcy, Insights Director at Kinetic noted in these uncertain times “it is important to promote positive news”.

She said, “Frontline workers across all essential industries are working in high-pressure situations and we want to show our gratitude to our everyday heroes during this difficult time.

“The campaign delivers targeted social media content to frontline workers around the country, using our in-house system D:FOUR, which gives social media users a localized platform to share their message of thanks.”

The campaign also underlines the government’s ‘Stay at Home’ message, by encouraging people to reach out to loved ones online.

When a tweet has been selected to feature in the campaign, an illustration of the digital screen, and how the message has appeared, will then be replied to the person so they can share their support further through social media, and – most importantly – show their hero their appreciation.

At a time when many are looking to praise the selfless people in their lives, the #MyHeroes campaign gives the opportunity to use the public nature of Out of Home (OOH) to support those local heroes making a difference.

Andrew Phipps-Newman, CEO of said the group want people to “and experience the support for those in our lives” who are providing these essential services.

He said, “This is, in its entirety, literally and figuratively a social media campaign for the people, created with love, collaboratively from some of the global leaders in OOH.

“It is our responsibility as an industry to give a platform for our heroes. This campaign, and our time, is being contributed by to the out of home industry; turning outdoor media into a community service channel.”

The campaign will run on more than 200 screens across the country, with the advertising space being provided free of charge by Orbscreen, Adtower, MJ Flood Digital/Promogroup, Micromedia, Clear Channel and Wide Eye Media. Agencies Kinetic and are encouraging others to get onboard to support the campaign, and to amplify the messages of gratitude for essential workers.