Responses by Iris
Background: Creative innovation agency Iris has partnered with new charity HEROES to support fundraising for the NHS and respond to the UK government’s call for agencies to help drive the “STAY AT HOME” message. The charity brings direct insight from the frontline on the physical, mental and day to day needs of staff across the nation. The campaign, #StayHomeHeroes, is made up of imagery that heroes ordinary people who are following the rules by staying home, to support the NHS against the spread of COVID-19. The campaign was originally created for social, but the portraits also went live in OOH locations nationwide thanks to a donation from Clear Channel. Post lockdown, the professional photography will be exhibited at a gallery event selling limited edition photography prints and books, donated by printed.com to raise further funds for HEROES.
Reasoning: The images were captured by 26 professional photographers during lockdown and take a quirky look at the mundane tasks enjoyed during the lockdown period, with domestic acts glorified and shown as legendary heroic triumphs that help to save lives. The campaign also invites people to join the #StayHomeHeroes social media challenge, by taking a heroic picture of a friend or family member, tagging the Heroes charity on Instagram (@helpthemhelpus_) and nominating a friend to do the same—spreading the message further.
Challenges: Iris mobilized the photographers to shoot compelling portraits using the resources available to them in lockdown: flatmates and partners became models, make-up artists and stylists were dialed in, art directors and tech assistants advised via Zoom and some even had remote controlled cameras operating in their assistants’ homes.
Anything new: The energy and production around the imagery has blown us away. Since word of the campaign broke on social, photographers and creatives have been coming forward in droves take part and help make a difference.