British Airways Holidays’ new campaign, Take Your Holiday Seriously, continues with some wonderfully witty outdoor executions by Uncommon. 

The idea for the outdoor is centred around the common Out of Office email but instead of the usual polite sign-off messages that can typically note “If urgent please contact me via mobile,” these OOO emails are much more blunt and far more protective of the need to have a break. 

Behind the humorous email copy such as “No” and “0% chance of work” is an important message – that holidays are more than a frivolous luxury, and we should all prioritise time away for our wellbeing.

The OOH follows a series of films in late December that launched Uncommon’s British Airways Holiday’s campaign urging Brits to take their holidays seriously. Even though not taking a holiday is proven to literally kill us sooner, Brits fail to take their breaks seriously. In fact, a new survey revealed that 50% of UK working adults do not take their full annual leave allocation.

The survey, commissioned by British Airways Holidays with YouGov Plc., also found that 48% of working Brits have checked their work emails while away, when science suggests that not taking time off can shorten your life expectancy and with a cost-of-living crisis this winter and a recession on the horizon, many will be finding it harder to justify a getaway in 2023. However, a 40-year study by the European Society of Cardiology revealed that taking a holiday could help people live longer. British Airways Holidays’ survey also revealed that nearly 79% of those asked agreed that taking a break is good for their mental health.