The public will be faced with a set of hard-hitting new adverts warning people to stay home as part of a change of tack in the bid to ensure people obey lockdown rules.
With close-ups of frontline medical practitioners and Covid-19 patients' faces, the advert will ask: "Can you look them in the eyes and tell them you're helping by staying at home?" It comes after the UK on Wednesday reported a daily record number of deaths from the virus, with a further 1,820 people dying within 28 days of testing positive.
A further 1,401 people were declared dead on Friday using the same criteria, taking the total death toll to 95,981 since the epidemic started in the UK.
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