The Australian Government has today launched the next phase of the national COVID vaccination campaign “First Things First”, created by BMF, which encourages all eligible Australians to get vaccinated with COVID vaccines available for Australians over the age of 12 from today.
The new work brings to life the unbridled joy of the simple freedoms we’ve all missed, as if it were the first time you’d ever experienced them. The key to unlocking these moments is getting vaccinated.
It comes following previous criticism of national vaccination campaigns that were perceived as too negative and lacking cut through.
It also follows on from new SMI Data that showed that the federal government is now the fourth biggest advertiser behind the retail, auto and food categories.
In the six months to June, Canberra spent $196 million on ads; however, it’s unclear what amount of that went to promoting vaccines. Still, it represented an almost 53 per cent increase on the year previous.
BMF’s new campaign has launched in Australia across TV, radio, print, OOH, DOOH, display, social and OLV.
Paul Coles, general manager at BMF, said: “We’re proud to have this opportunity to motivate all Aussies to get vaccinated. 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.”
Lieutenant General John Frewen, co-ordinator general operation COVID Shield, added: “It’s important that we mobilise all eligible Australians to get vaccinated as soon as possible. ‘First Things First’ has a clear call-to-action to book your vaccination. By accelerating vaccinations, we are one day closer to returning to life as we knew it.”
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Associate Creative Director Roy Leibowitz
Senior Art Director: Chris Wilson
Head of Art and Design: Lincoln Grice
Designer: Alex Kidd
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Olivia Widjaya
Senior Account Director: Victoria Venardos
Head of TV: Jenny Lee-Archer
Agency Producer: Mandy Payne
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Adrian Shapiro
Producer: Ben Scandrett-Smith
Post Production: ARC Edit
Editor: Peter Sciberras
Sound Production: Rumble
Music: Otis Studios
DOP: Ross Giardina
Photographer: Joel Pratley
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: Rosie Weathered
Digital Producer: Ryville Ochoa
Front-end developer: King Tan
Finished Artist: Iva Madderom
PR: Lu Borges and Elliott Holahan
Media Agency: Universal Mccann
Research Agency: Fiftyfive5
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