Government needs to think like a retailer in vaccine campaigning, says Russel Howcroft
July 23, 2021 9:56
Last night, on the ABC’s Q+A, 3AW Breakfast host and ad-man, Russel Howcroft put forward his pitch for a vaccine campaign creative, during a conversation over the federal messaging seen so far.
“In Australia, we haven’t had the fear that they’ve had in other parts of the world”, said Howcroft, also pointing out that the funding put aside for messaging as not cutting it.
Howcroft believes that playing on ‘freedom’ and ‘free’ won’t work for Australians, and should instead play on the interruption COVID-19 is currently having on Australian lives.
New advert features Dr Kerry Chant asking that residents please stay home
Impassive health officer stares blankly into the camera in the new lockdown ad
It comes just days after an ad featuring a woman on a ventilator was criticised
Graphic video depicts a young woman struggling to breathe in a hospital bed
Many have pointed out she is under 40 and would not be eligible to get a jab
Mumbrellacast Interview: Siimon Reynolds on returning to Australia and vaccine campaigns
Mumbrellacast Interview: Siimon Reynolds on returning to Australia and vaccine campaigns
There’s two things an ad campaign has got to do. It has got to inform and it has got to persuade.
July 13, 2021 9:33
Siimon Reynolds became an industry personality for being the creative brains behind the 1987 ‘Grim Reaper’ advertising campaign, which warned the public of the growing threat of HIV and AIDS.
He later went on to co-found Photon Group, now Enero (which owns BMF, the agency responsible for the Federal Government’s vaccine campaign), and recently returned to Australia after several years in the US.