Idris Elba narrated Don’t Quit, a poem on behalf of the BBC, over a montage of the BBC’s Covid-19 news, asking people to stay united together. Via the Drum:
Discussing the launch of the campaign, Kerris Bright, chief customer officer, BBC said: “At a time when people are apart we wanted to focus on the things which actually, are bringing us together. We hope this BBC film does that, and reinforces the things which connect us in these difficult times.”
Adding to this, Helen Rhodes, executive creative director, BBC Creative said: “This is a time when everyone is pulling together to get through this crisis. We really hope we’ve managed to capture the emotion of that and show the ways in which the BBC is trying to help by using all our resources to keep us connected and bring us closer”.