Arm Yourself: The industry response to the latest government Covid-19 campaigns
Mumbrella asks Australian industry experts for their thoughts on the two new vaccination campaigns.
July 12, 2021 10:41
by MUMBRELLA TEAM
Following the two new COVID-19 vaccination campaigns that emerged over the weekend, Mumbrella went to a range of industry leaders to get their thoughts on how the government is encouraging Australians to get the jab.
Here are their responses:
Adam Ferrier, founder of Thinkerbell:
“Like everything in the vaccine rollout these ads are late, confused and full of mixed messages.
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Cornering one of Australia’s best agencies and making them produce something so convoluted is no mean feat.
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.”
This is anything but reassuring and motivating, all it does is underline concerns. We should be thrilled about breaking free from COVID, not fretting about the process. That s what the vaccination campaign needs to centre on. The vaccination campaigns in New Zealand and Singapore are both upbeat, positive and use music to stress that a vaccine will bring both you and the community freedom. Vaccination matters for freedom and for economic recovery. The ad campaign has been misdirected, is boring and needs to be fixed by a competent communicator. If I was running it I d use a music track like Queen s I want to break free to tell the positive story.
This is anything but reassuring and motivating, all it does is underline concerns. We should be thrilled about breaking free from COVID, not fretting about the process. That s what the vaccination campaign needs to centre on. The vaccination campaigns in New Zealand and Singapore are both upbeat, positive and use music to stress that a vaccine will bring both you and the community freedom. Vaccination matters for freedom and for economic recovery. The ad campaign has been misdirected, is boring and needs to be fixed by a competent communicator. If I was running it I d use a music track like Queen s I want to break free to tell the positive story.
This is anything but reassuring and motivating, all it does is underline concerns. We should be thrilled about breaking free from COVID, not fretting about the process. That s what the vaccination campaign needs to centre on. The vaccination campaigns in New Zealand and Singapore are both upbeat, positive and use music to stress that a vaccine will bring both you and the community freedom. Vaccination matters for freedom and for economic recovery. The ad campaign has been misdirected, is boring and needs to be fixed by a competent communicator. If I was running it I d use a music track like Queen s I want to break free to tell the positive story.