Droga5 London and Choose Love transform a UK emergency alert into a powerful OOH campaign, urging public action to support refugees.

Droga5 London and Choose Love Launch Tactical OOH

On Sunday, September 7th, Droga5 London, part of Accenture Song, and humanitarian charity Choose Love released a powerful tactical OOH campaign that coincided with the UK government’s nationwide emergency alert to 60 million people. Digital billboards across London, Manchester, Nottingham, Liverpool, and Gloucester displayed a striking call to action: “This is not a test. You do need to take action.”

Turning an Official Alert Into a Rallying Cry

The campaign reframed the government’s routine alert into a rallying cry, urging the public to take tangible action for refugees in the UK and beyond. By using the same medium that commanded nationwide attention, Droga5 and Choose Love transformed a moment of national notice into an opportunity for social impact.

Responding to Government Policy Changes

This activation comes in response to newly announced government policies that make it more difficult for asylum seekers to reunite with their families, while also risking leaving displaced people homeless after just 28 days.

Voices Behind the Campaign

Josie Fernandez-Marelli, Co-founder and CEO of Choose Love, said: “Choose Love supports refugees and displaced people worldwide – turning compassion into action. We want this alert to be a wake-up call: every act of solidarity and compassion makes a world of difference. Now is the time to support refugees. Now is the time to Choose Love.”

Tara Ford, Chief Creative Officer at Droga5 London, added: “Thinking about this moment and its urgent call to action, we used creativity to turn the expected media takeover into a powerful platform to bring this important message to life.”