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Channel Nine Slammed for Lack of Diversity in COVID-19 Vaccination Campaign
The West Australian, June 1, 2021
Channel Nine’s attempt to encourage Australians to roll up their sleeves and get the coronavirus vaccine has missed the mark.
The network yesterday released a COVID-19 vaccination ad, but it wasn’t the call-out that got audiences riled up rather its complete lack of diversity.
The Block host Scott Cam led the promo, titled “This is our shot” which featured a roster of Nine’s most recognisable talent including Eddie McGuire, Shaynna Blaze, Liz Hayes and Richard Wilkins.
Karl Stefanovic was also shown in the doctor’s chair, ready and waiting to “get it done”.
“Start a conversation with your doctor about your shot,” the call-to-action urges.
We can all imagine the predominant market of Channel 9 viewers, and the choice of personalities like Cam and McGuire would resonate with older audiences, especially when there’s currently vaccine hesitancy within that age group.
Channel 9 hire anyone who isn’t white challenge. Don’t fuck with the Wrong Queen. (@Callmelach) May 31, 2021
But what the video draws attention to is the lack of representation at Channel 9 in the first place. The 2020 Media Diversity Australia report, titled ‘Who Gets To Tell Australian Stories?’ said that “more than 75% of presenters, commentators and reporters have an Anglo-Celtic background.”
Media Diversity Australia expands team ahead of new research plans
May 14, 2021 10:33
Not-for-profit Media Diversity Australia has expanded its team as it plans to grow and have more impact on an industry it sees as lacking in diversity.
Chris Vaughan has joined the team as its operations director, bringing experience from his work in the finance industry, as well as media and advertising.
Vaughan said the work Media Diversity Australia does is close to his heart.
“I moved to Australia at the age of seven from London, it took many years before I saw someone else who looked like me let alone on the TV. It was because of that and many other reasons, that I feel very passionate about playing a part in this narrative to ensure that the seven year old me today is able to see more diverse cultures represented equally across all media platforms,” Vaughan said.
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