Last modified on Sat 22 May 2021 16.01 EDT
The Australian government needs to offer lottery tickets and cash as incentives to rapidly increase Covid-19 vaccine uptake, having now waited too long to roll out a hard-hitting awareness campaign, public health and advertising experts say.
The executive creative director and owner of advertising agency Campaign Edge, Dee Madigan, said the ideal time to begin a vaccine campaign would have been earlier this year, when lockdowns were in place and people felt a sense of urgency.
“We missed that window,” Madigan said. “This has been exacerbated by a rollout that has been so slow that people have had to be OK with waiting. Any sense of urgency as an incentive has been lost.”
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Prime Minister Scott Morrison says the government will be focusing on encouraging Australians aged 50 and over to get vaccinated, rebuffing calls for a more targeted communications campaign to counter vaccine hesitancy. We ll continue to have the conversation with the rest of the population about their concerns that they may have and the best place to have that discussion is with your GP, he said.
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He said the government s $40 million spend on advertising is focusing on those who are happy to get vaccinated. He flagged that older Australians - aged over 50 and 70 - will be the focus of a new media campaign encouraging vaccinations to be launched in coming weeks.
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Roy) Herd immunity against misinformation and conspiracy theories is required to ensure herd immunity against SARS-CoV-2..The diverse amount of circulating COVID-19 vaccine misinformation could undermine the universal rollout of the COVID-19 vaccine candidates. Historically, negative claims about vaccine effectiveness have affected vaccine uptake. For example, a boycott of the oral polio vaccine due to rumours that the vaccine caused infertility led to increased polio cases in Nigeria, Pakistan, and Afghanistan. Continuous exposure to social media and online anti-vaccine movement may influence people to share and communicate vaccine misinformation and conspiracy theories. Monitoring this media data is one method for tracking misinformation in real time and is a possible way to dispel misinformation and optimise vaccine acceptance. This study examined COVID-19 vaccine rumours and conspiracy theories circulating on online platforms, seeking to understand their context and to revie