The Australian government has taken the initiative to kickstart a sluggish vaccination drive with the launch of a national campaign designed to encourage everyone over the age of 12 to receive their Covid-19 vaccination.
First Things First eschews the stick in favor of communicating the carrot of the unfettered joy associated with the simple pleasures in life people have been forced to forego through the lockdown – with the overarching message being that this is only possible by getting jabbed.
Developed by agency BMF, the feel-good creative depicts overjoyed Aussies indulging in trips, gigs and simple cuddles, reminding everyone of how vaccination will improve your quality of life.
Paul Coles, general manager at BMF, said: “The strategy and idea are simple and universal. We wanted to remind people of the little freedoms that have been trapped by Covid outbreaks and lockdown. We all talk about that first taste of something, be that a cold beer or overseas travel. The truth is, we can only liberate these firsts if we all get vaccinated, and this work does that with Aussie heart and humanity.”
The public interest campaign will be communicated across TV, radio, print, OOH, DOOH, display, social and OLV.
In common with other societies around the world, Australia has had to grapple with how best to convince a sometimes skeptical population to get vaccinated amid an explosion of misinformation surrounding the issue.