The launch of the NHS Covid-19 app, a cornerstone of the Government's Test & Trace programme, marked a significant moment in the nation's fight against Coronavirus. With COVID-19 cases rising across the world many governments implemented contact tracing apps. Mass adoption of the UK's NHS Covid-19 App was critical to enhance its ability to help to stop the spread of the virus. However, even the most successful app launches in other Western countries had only achieved 20% adoption. The NHS app needed to exceed this to positively impact the nation's fight against COVID.
So, we created The Big App Download weekend, a coalition of mass-reach partnerships to drive a sense of national momentum and social proof, prompting millions of people to help stop the spread of the virus.