With many decorators operating alone, it was vital we illustrated Dulux Decorator Centre was there for them in every way - from a practical perspective, to mental health and a sense of community.

We launched a multi-channel campaign to demonstrate we were genuinely focused on their needs during the crisis, with the overarching message that decorators were not alone.

The campaign consisted of multiple strands working together - from digestable safety videos quickly filmed, animated and launched across email and social channels, to blogs that tackled practical issues like getting finances and paperwork in order; and set up an Industry Insights webinar series for larger contractors, to give them up-to-the minute advice and guidance from experts across the industry.

A pre-planned 125 years anniversary community projects initiative was repositioned to support organisations part of the response to Covid-19 - asking for decorators to nominate causes in their local community to receive a paint donation. On a lighter note, online pub quizzes were launched to give decorators a reason to interact with one another online.

As the end of lockdown approached, it was just as important to help decorators to kick start their businesses, building a strong pipeline of work or addressing any labour shortages. This involved shouting about a number of initiatives that showed DDC was there every step of the way - including a partnership with Checkatrade, a Workfinder to bring together skilled decorators with contractors needing to plug gaps in their labour force; as well as credit and improved account terms and Nectar bonuses.

Results were tracked on a monthly basis across media, social and email, laddering up to achieve a combined impact on the audience that showed Dulux Decorator Centre was listening to decorators' needs and acting on their behalf to make the transition to some kind of normality easier.