As global cases of COVID-19 continue to rise and health organizations search for innovative ways to communicate vital safety messages across diverse populations, the World Health Organization (WHO) has turned to one of the world’s most recognizable comedy icons. In an unprecedented international collaboration, the WHO has partnered with Project Everyone and Tiger Aspect Productions to launch a new Public Service Announcement (PSA) featuring the globally beloved cartoon character Mr Bean.
Titled “Mr Bean’s Essential COVID-19 Checklist,” the newly released awareness campaign serves as a lighthearted yet urgent reminder of fundamental public health guidelines. The messaging focuses on the critical importance of regular handwashing, maintaining physical distance from others, and demonstrating kindness and solidarity toward neighbors during a period of profound global crisis.
The animated PSA features a classic, humorous sketch of the bumbling British character comically tackling a pesky roller blind before finally revealing a series of essential protective tips designed to safeguard individuals against the virus. Voiced by legendary British comedian and actor Rowan Atkinson—who co-created the character alongside filmmaker and Sustainable Development Goal advocate Richard Curtis while they were students at Oxford University—the animated short brings a touch of familiar comfort and humor to a serious global subject.
Dr Tedros Adhanom Ghebreyesus, Director-General of the World Health Organization, emphasized the necessity of utilizing diverse communication channels to reach communities worldwide during the health emergency. Discussing the collaboration, Dr Tedros noted that the pandemic impacts every facet of human life, requiring authorities to leverage every tool and avenue at their disposal to disseminate life-saving information to populations across the globe. He expressed deep gratitude to the creative team behind Mr Bean for lending their voices and considerable talents to spread vital advice regarding physical distancing, proper hygiene, and recognizing the symptoms of the virus.
The release of the PSA coincides with a major milestone for the character, as Mr Bean celebrates his 30th anniversary in 2020. Originally broadcast on television in the 1990s as a live-action series before successfully transforming into a globally syndicated animated show, the character has achieved monumental international reach. Today, Mr Bean boasts an enormous digital footprint, including 96 million followers on Facebook and massive, dedicated fanbases across diverse regions such as India, Brazil, and Indonesia, making the character an ideal vehicle for reaching broad, multinational audiences with crucial health communications.
The production of the awareness campaign was closely coordinated by Project Everyone, a not-for-profit communications agency established by Richard Curtis. The organization specializes in harnessing the power of media and strategic communication to support and promote the United Nations’ Sustainable Development Goals, working to ensure that vital messages reach citizens in engaging and impactful ways.
Reflecting on the partnership, Richard Curtis expressed enthusiasm for joining forces with the global health body during a critical time. He explained that the team was delighted to work with the WHO on the animated sketch to bolster health messaging surrounding COVID-19. Curtis recalled that in 2015, 193 world leaders committed themselves to achieving 17 Global Goals by 2030, which include ambitious targets to end poverty, reduce inequality, and combat climate change. Within this framework, Good Health and Wellbeing is designated as Goal 3, serving as a fundamental pillar essential for achieving all other global objectives.
Curtis further emphasized the necessity of cross-sector collaboration during international crises, stressing that creative partnerships are essential for ensuring that crucial information regarding disease prevention continues to circulate widely. He noted that such efforts are vital not only for tackling COVID-19 in the immediate term but also for laying the groundwork to build back a better world where the Global Goals remain the guiding plan for international development through 2030. Reflecting on the unique nature of the campaign, Curtis added with characteristic humor that while he was not entirely certain which professional sector Mr Bean officially belongs to, the team was nevertheless thrilled to have the iconic character on board for the vital initiative.
The campaign rollout represents a continuation of the WHO’s ongoing strategy to partner with cultural figures, entertainment companies, and media organizations to break through communication barriers and ensure that public health guidance resonates across cultural and demographic divides. By embedding essential safety measures within familiar and entertaining formats, the organization hopes to reinforce adherence to protective behaviors at a time when global fatigue with pandemic restrictions remains a significant public health challenge.
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World Health Organization
The World Health Organization directs and coordinates international health within the United Nations system. Working collaboratively with its 194 Member States, the WHO’s overarching mission is to promote general health, keep the international community safe, and serve vulnerable populations across the globe. Further information regarding the organization’s ongoing initiatives, publications, and emergency responses is available through the official WHO website, as well as its verified social media channels on Twitter and Facebook.
Project Everyone
Co-founded by acclaimed writer, director, and Sustainable Development Goal Advocate Richard Curtis alongside Kate Garvey and Gail Gallie, Project Everyone operates with the core ambition of helping to achieve the UN Global Goals. The organization pursues this mission by raising public awareness, holding global leaders accountable for their commitments, and driving concrete action across various sectors of society. Additional details about their ongoing campaigns and global partnerships can be found on their official website.
Tiger Aspect Productions
Tiger Aspect Productions, operating as part of the Endemol Shine Group, is internationally recognized as one of the United Kingdom’s most successful and prolific independent television production companies. The studio specializes in producing high-profile, multi-genre content tailored for both domestic and international audiences. Its current and past production roster features a wide array of critically acclaimed television programs, ranging from dramatic series such as Peaky Blinders and The Good Karma Hospital to factual entertainment and comedy projects including Jack Whitehall: Travels with My Father, Mr Bean, Hitmen, and Man Like Mobeen, among numerous others.
