This week’s #clapforthecarers moment was a genuinely touching moment for the country, a rare moment of national unity brought about by the coronavirus.

The media got behind the campaign, joined by key public figures from politics, showbusiness, sport and even the monarchy. Major venues also joined in with the campaign, illuminating their buildings blue in tribute to the NHS.

The public engaged whole-heartedly online and – most movingly in person – opening their windows and front doors in neighbourhoods nationwide and openly applauding NHS staff at 8pm on Thursday night.

Why did the campaign hit the mark for the nation? Simply, it was authentic. It was not selling anything, no one was on the make. It was just the right thing to do and people get that. Genuine messaging will always engage people.