Dentsu Aegis Network create partnership with Global and Mail Metro Media on behalf of Co-op to champion local heroes

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Coop has launched a new national campaign partnering with Global and Mail Metro Media, who are working as one to celebrate local community heroes across radio on Heart, and online and in print across Mail and Metro brands. 

Co-op will be staying true to their principle of supporting local communities using Heart, Metro and Mail as platforms to thank people who have stepped up to help through the pandemic. These Local Heroes - may not consider what they are doing for others to be ground-breaking, but their acts of kindness are making a huge difference to people’s lives and this deserves to be recognised.  

The four-week media partnership facilitated by Dentsu Aegis Network agencies, The Story Lab and Carat UK, has launched on air through national sponsorship on Heart, the UK’s biggest commercial radio brand.   

Spreading some much-needed recognition, positivity, and optimism at a time when people need it most, the campaign will shine a light on unsung heroes, by asking listeners to nominate a local hero to receive a prize bundle.  

The sponsorship will drive Heart listeners to a co-branded online hub where they can nominate their local hero and learn more about the amazing things people are doing across the UK to help their communities.  

Global’s digital ad exchange DAX will drive scale and locality by targeting digital audio ads to listeners’ location, ensuring personalised messaging is delivered.  

Every Monday, Mail Metro Media will highlight stories of these local heroes around the country in branded content features across its print and online platforms. Advertorials in Metro and Daily Mail newspapers will be complemented by native and display ads on MailOnline and The online assets will also use clever geo-targeting to add a personal touch by localising the ‘Thank You’ messages to each region of the UK, and further encourage readers to nominate a local hero in their area.  

To round off the campaign, those nominated will be celebrated and rewarded live on-air during Zoe Hardman’s Feel Good Weekend show on Heart, every Saturday 12pm – 4pm. 

Mel Matson, Customer Propositions and Communications Director, Co-op; “Local heroes are the amazing people in our communities who are going out of their way to support to those in need, whether its organising food donations or checking in on isolated neighbours and the vulnerable. These local heroes are often unsung, but it’s their co-operative spirit that’s been bringing our communities together when we’ve needed it most. Co-op is so proud to shine a light on them through this new media partnership and join the nation in saying thank you to all the local heroes.”   


Jessica Humphrys, Senior Creation Manager, The Story Lab; “It’s been amazing to see how the world has come together in a time of such uncertainty. We think it’s important to celebrate these selfless acts of kindness no matter how big or small, especially when engaging and supporting your local community is more important than ever. Partnering with both Mail Metro Media and Global has allowed us to give people the recognition that they deserve.”  


Katie Bowden, Director of Commercial Audio at Global; “Now more than ever it’s important for people to celebrate the good will of others. Radio has always been a medium that has promoted community spirit. Therefore, it is fantastic to partner with brands like Co-op that are playing a part in helping communities through this crisis.”  


Anne Shooter, Head of Commercial Partnerships, Mail Metro Media; " We’re thrilled to be working on this very relevant, ‘positive news’ partnership with Co-op, alongside Global. We know from our own research that over half of Mail Metro Media’s audience has experienced a greater sense of community since the outbreak of COVID-19 and so we strongly believe these local heroes should be thanked and celebrated "  


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About Carat UK:  
Carat is a global, award-winning agency – focused on building our client’s brands and driving measurable business performance for some of the world’s largest brands, including Diageo, Kellogg’s, Mondelēz, The Co-operative Group, Vodafone and Microsoft.   

Consistently recognised as #1 in RECMA’s Global Qualitative Evaluation ranking, the last 12 months has also seen Carat UK win three Cannes Lions, three Eurobest Awards and four Media Week Awards, proof we are truly building ideas that matter.   

With offices in London, Manchester, Leeds, Newcastle, Stafford and Edinburgh, Carat is the flagship brand of the Dentsu Aegis Network, a wholly owned subsidiary of Japanese powerhouse, Dentsu Inc.  

For more information, visit or follow @caratuk.  

For more information, please contact:   
Carat: Kirstie Holsworth   e |  m | 07983 354943  


About The Story Lab:  

The Story Lab is a global premium content studio, headquartered in London with offices in 25 markets, including Los Angeles, Shanghai, Singapore, Paris, Moscow, Hamburg, Madrid, Sydney and Mumbai.  

Founded in 2015, The Story Lab develops, produces and distributes television, film and digital content for entertainment platforms around the world. The company also works with global brands and advertisers on strategic content production, and partnerships.  

The company’s extensive catalogue of owned and co-created titles includes breakout international formats such as ‘Ninja Warrior’, ‘Game of Clones’, and ‘All Star Driving School’, alongside a growing development pipeline of IP across unscripted and scripted genres.  

The Story Lab is part of the Dentsu Aegis Network and currently consists of 300 entertainment, marketing and investment professionals across the world.  

For more information, visit or follow @TheStoryLab.   


About Global: 

Global is one of the world’s leading Media & Entertainment groups. 

Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold.  Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers. 

Global is also one of the leading Outdoor companies in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities. 

On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25 million on the radio alone.  

Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising.  

The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting. Ashley Tabor-King created Global in 2007. | @global 


About Mail Metro Media: 

Mail Metro Media is the unified advertising division of dmg media, representing some of the UK’s most popular media brands: Daily Mail, The Mail on Sunday, MailOnline, Metro, and the newly acquired i newsbrand.  

The team provides a single point of contact across print, digital and apps, allowing agencies and advertisers easy access to the millions of consumers who engage with dmg media’s brands every day.  

To find out more, visit