This is the story of how a little-known discount card took on Covid 19, going from 1.8million to 2.9million members in just 7 months: a rise of over 60%.

Blue Light Card was set up to let brands thank those who face challenging situations every day. If you work in the NHS, emergency services, social care or the military, you have access to exclusive discounts from a range of partners.

The trouble was, our scheme had become focussed on the transactional, losing sight of its original purpose: to help those who help the community.

When lockdown began, the emergency service’s staggering efforts kept the UK going. But while the weekly ‘Clap for our Carers’ went some way to saying thank you, the debate about public sector pay flared. These people deserved real rewards as well as applause. This was our chance not only to thank them, but recruit new members and partners.

By revitalising our positioning, and bringing our first ever advertising campaign to life with an opportunistic media strategy, our ‘Here for you’...