A British Magazine Replaced Its Usual Celeb Cover Stars With Medical Heroes

Grazia's 'From the Frontline' edition showcases doctors and nurses fighting the coronavirus

Two medical workers on two different covers of Grazia
Grazia is showcasing hero NHS workers on the frontline. Grazia
Headshot of Sara Spary

LONDON—As countries around the world face a shared pandemic, it is the frontline workers who have emerged as the most vital in every society—and none more so than the healthcare workers tirelessly attempting to fight back the spread of COVID-19.

Grazia, one of the U.K.’s most popular women’s magazines, has dedicated its latest edition to the National Health Service doctors, nurses and medical specialists battling to keep people alive.

The Bauer Media-owned weekly title has replaced its usual celebrity cover star with four female healthcare professionals.

The magazine has been printed in four versions to showcase different healthcare professionals: Dr. Janitha Gowribalan, a 35-year-old anesthetist and intensive care doctor; Dr. Rosena Allin-Khan, an emergency physician; Sarah Blanchard, a 27-year-old paramedic and Richenda Browne, a 29-year-old a senior staff nurse in an emergency department.

A healthcare worker on the cover of Grazia
A healthcare worker on the cover of Grazia

Grazia said the “unprecedented” photoshoots took place in just minutes in NHS carparks, with photographers observing social distancing.

Grazia editor Hattie Brett said it had dedicated its issue to “say thank you” to front-line workers risking their lives.

“Undoubtedly there are many heroes that have emerged over the last few weeks—from delivery drivers and supermarket workers to teachers keeping classrooms open,” she said.

“But those on the front line, most exposed to the virus, are the NHS workers. They’re going above and beyond to battle the physical and emotional effects of COVID-19–risking their own lives to help us all. We owe them all enormous gratitude, and this week’s issue of Grazia is our attempt to say thank you to the NHS and let their workers send a clear message to us all.”

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
Publish date: March 31, 2020 https://dev.adweek.com/digital/a-british-magazine-replaced-its-usual-celeb-cover-stars-with-medical-heroes/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT