The initiative played a part in keeping healthcare workers informed throughout the coronavirus pandemic.
Project Wingman was launched nationwide by grounded airline crew to give NHS staff first class lounge experiences in hospitals, providing them with a space to unwind before, during and after shifts.
Project Wingman joined forces with Gold Key Media, an audience engagement agency in collaboration with dmg media, supplying daily complimentary newspapers and magazines directly to NHS hospitals as part of their Wellbeing Units (set up to allow NHS workers time to relax). Other branded donations came from Coca-Cola and KP-Tyrells.
dmg media contributed to the worthwhile cause, donating thousands of copies of i newspaper to 54 NHS hospitals every day. Meanwhile, copies of Daily Mail were supplied to London sites, including Guy’s Hospital and St Thomas’ Hospital daily from April to July. With our support, Gold Key Media and Project Wingman established media-filled lounges in six London hospitals initially, within days of launch. Separate to Project Wingman, dmg media also donated 500 copies of the Daily Mail every day throughout June and July to patients at the Royal Liverpool University Hospital.
Following an influx of support from newspaper and magazine publishers across the industry, Gold Key Media became Project Wingman’s largest supplier of product, supplying news products to 50 of the 70 lounges they set up.
i newspaper’s managing director, Richard Thomson, said: “When Gold Key Media contacted us about this brilliant initiative, we jumped at the chance to be involved. i newspaper is barely ten years old, which still presents us awareness and familiarity challenges, so we’re always exploring ways to sample our product.
“To be able to do so in such a worthwhile manner and support the NHS staff who are working so tirelessly for our country was a real pleasure. We’re proud to have helped keep our national healthcare heroes informed and entertained with our journalism throughout the initiative.”
Chris Horn, managing director, Gold Key Media, added: “Our team are incredibly proud to be serving the NHS in their hour of need and doing what we can to support them. Our publisher and brand sampling clients have also been amazing in their support and flexibility throughout the crisis.
“Advertising deals are also now being secured by brands working with and supporting this initiative too. We will continue to honour and reward the industry’s support by ensuring we remain operational 24/7 to ensure the news and all of the donated brands continue to be delivered where it’s needed.”