Covid-19 pandemic brought to the world, besides the virus, the rise of another big problem of our time: to much information and misinformation.For an entity such as Direção Geral da Saúde (Portuguese Public Health Management), bringing the most credible information to thePortuguese people became a problem.

Planned TVCs would not work. So taking advantage of an increase in television audience, due to the confinement, we united Portugal’s major tvnetworks to save lives.

For the first time, news anchors of RTP, SIC, TVI and CMTV went live on their competitors channels prime time to explain to the Portuguesepeople the General Health Management correct procedures in case of COVID-19 symptoms.

Portuguese most famous news anchors went live on their competitors channels to save lives at the exact same time. 4 channels, 4 anchors, onevoice.

Total portuguese population had to be informed of new safety measures. The speed in which information would get to the people was crucial.Covid-19 was increasing dramaticaly.

Traldicional media would not work efectively and normal information from the government was being ignored.

An unique moment of journalism and media, with a live audience of 3.6 million Portuguese people had to be reached. Only during the main newsjournals it would mathematically be possible to attain such results.

We ignored networks and institutions for one common goal: save lives. Tv channels accepted the agency challenge.

With a low budget campaign, not only the message reached 40% of national tv audience, we also raised by 80% in one week calls to thenumber of COVID-19 that was not beeing used. Suspicious phone calls to the DGS decreased.

All 4 News Anchors changed places with their competitors and presented part of the main news journal of another tv channel. All live. All 4 mainchannels. At the same time.

An unique moment of journalism with a live audience of 3.6 million Portuguese people.

We ignored networks and institutions for one common goal: saving lives.

One time only. 8:30. All channels. 10 minutes live in each one.

With a very low budget (3000€), not only the message reached 40% of national tv audience, we also raised by 80% in one week calls to thenumber of COVID-19 that was not beeing used. Suspicious phone calls to the DGS decreased.

An unique moment of journalism with a live audience of 3.6 million Portuguese people.

We ignored networks, institutions and competition for one common goal: saving lives.

One time only. 8:30. All channels. Huge impact with getting the anchors changing to their competition for 10 minutes.

With a very low budget, not only the message reached 40% of national tv audience, we also raised by 80% in one week calls to the number ofCOVID-19 that was not beeing used. And 80% more infected people identified. Suspicious phone calls to the DGS number decreased.

3.6 million

Portuguese Live Audience

40%

National TV audience

+80% calls

+80% identified infected people