Freedom Day


Despite the inevitable concerns, ‘Freedom Day’ delivered a heady cocktail of jubilance, inspiration, and confidence.

After seventeen months of lockdowns, the big day finally arrived. Masks were removed and party clothes were put on as people headed out to celebrate. Despite the worries, nightclubs from London to Liverpool were re-opened and people partied like it was New Year’s Eve. This week we’re looking at how the big day inspired a unique trend, a little confidence for a beleaguered sector, and an uplifting campaign for commuters.

New Wedding Trend

To celebrate the end of restrictions in England, wedding supplier marketplace Hitched has unveiled a wedding dress upcycled from 1,500 discarded face masks. The dress also serves to highlight and raise awareness of the growing waste that disposable plastic PPE has on the environment. An estimated 100m single-use surgical masks are being thrown away in the UK each week with the vast majority ending up in landfills. Hitched aims to bring this issue to public attention while also encourage couples to take advantage of easing restrictions and get married in style.

Discover more on the Drum

Increased Footfall Inspires Confidence In OOH’s Road To Recovery

It’s looking unlikely that OOH will be returning to pre-lockdown levels any time soon, but the sector is on the road to recovery. With two-thirds of adults vaccinated and people becoming more confident about getting out, ‘Freedom Day’ heralded what’s looking like a positive return to market for the summer. As businesses move to the hybrid model, there has been an uplift in commuter travel and anonymised mobile data has become increasingly useful to measure and optimise accurate footfall.

Find out more about OOH's recovery on the Drum website

TFL welcomes passengers back for Freedom Day and beyond

Transport for London launched an inspiring ‘Welcome Back. Tube it. Bus it. Train it’ campaign to encourage travellers back to the capital’s transport network. Encouraging commuters and leisure passengers alike, it will run until the end of September across TV, VOD, Facebook, Instagram, Twitter, and YouTube. Messaging has been further reinforced with station takeovers, panels, posters, and screens. The centrepiece is a film showing people using the various modes of transport TFL has to offer and enjoying the many activities London has to offer.

Discover more on

That's it for this week but you can also get more great insight and content from MediaCom Edinburgh by following us on social media and checking out some of our other content below.

MediaCom Edinburgh on LinkedIn

MediaCom Edinburgh on Twitter

Looking for inspiration?

Sign up to keep updated by our thought leaders on brand growth and media trends.

Sign up
CTA right arrow