BMF Unveils Latest Government Vax Ad, As Canberra-Funded Ad Spends Continue To Soar

BMF Unveils Latest Government Vax Ad, As Canberra-Funded Ad Spends Continue To Soar

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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