A note on the sad passing of Queen Elizabeth.
The sad news that Her Majesty, Queen Elizabeth II, has passed away will have a tremendous effect on the United Kingdom, the Commonwealth and world as we know it. As we consider the end of a reign unlike any other in history and our nation goes into mourning it is difficult to anticipate what will happen next.
Most of us are aware that there has been a plan in place for this sad time for many years, but we wish to alleviate any questions you might have about how to proceed now with existing work plans and campaigns.
- Dignified marketing is needed; be respectful and review campaigns and where possible postpone those of a celebratory nature until the official period of mourning is over.
- Any live promotional campaigns, especially on pack campaigns, can of course continue to run, but it may be appropriate to cut advertising,
- Note: the ASA will not accept The Queen’s passing as a reason to close a promotion early
- Be mindful that the period of mourning might affect prizes
- Anticipate lower entry rates for your promotions
- If you have a promotion planned to launch soon, unconstrained by timings e.g. not an on-pack, or prizes that can be accepted any time, you might want to consider delaying it for a few weeks. Otherwise carry on, but with discretion.
- Prizes that are already scheduled, e.g. physical items being delivered or tickets to live events, might be cancelled or delayed due to the Queen’s funeral. Let prize winners know immediately to avoid any disappointment.
- On social media, ideally, pause all but the most essential campaigns and posts, and check scheduled posts.
- Put a hold on non-vital PR and do not expect the media to be interested currently.
- Avoid any company or personal statements that are not in accordance with the ‘mood of the nation’, a dignified silence is best. Any comments that are made should be written with the utmost compassion and good taste
- Those companies privileged to hold a Royal Warrant will be expected to be more visible with tributes, and still in a sensitive way
- Be very careful about trying to link any activity to the Royal Family, or associated events,