Dentsu’s Carat and UNICEF Australia have embarked on phase two of the successful campaign “Give the World a Shot”, to drive donations from Australians to ensure vaccine equity for all. The agency also called on the business community to get behind this initiative.
Last month dentsu announced they had joined the COVID Vaccination of UNICEF Australia to support positive vaccine advocacy and encourage donations for the global COVAX initiative, which has to date seen 398.9 million doses delivered to 144 countries. The expectation is to deliver 1.4 billion doses by the end of 2021, with a target of 2 billion in early 2022.
“We’ve seen Aussies rise to the COVID-19 challenge and believe they will rally again behind this worthy cause to help UNICEF deliver vaccinations across the world. Leveraging our understanding of the Australian context and how people are feeling right now, we have created a tailored Give The World A Shot campaign unique to this market with a sense of positivity and optimism. We could not be happier with the message we are putting out there. Working with UNICEF Australia has been such a rewarding experience for all of us and we look forward to seeing it come to fruition,” said Sue Squillace, CEO dentsu Media ANZ.
By triggering the Compassionate Explorer audience, identified through dentsu’s propriety planner tool CCS, in moments of gratitude, optimism and freedom, Carat hope to encourage all Australians to pay it forward and donate to UNICEF’s Give the World a Shot.
Just $5 will deliver two COVID-19 vaccine doses – enough to fully vaccinate one person. $500 can help to deliver enough vaccines to protect 100 people from the virus.
Carat has staggered its media channels by state in line with Freedom Day (particularly across NSW and Victoria). The Dynamic Digital Large format sites are placed in high quality locations and display contextual messaging, comparing the local suburb vaccination rate with that of low-income countries.
News programming integration will also aim to generate mass awareness on the importance of vaccine inequality in developing countries. Digital Home Page Take Overs across state mastheads align with print ads to drive cut-through and impact in topical environments and will be staggered based on the level of restrictions in each respective state.
All of Carat’s launch media has been underpinned by display video and podcast sponsorship media activated with key partners who can deliver on mass reach, utilising data to communicate with our Compassionate Explorers.
The Story Lab, dentsu’s content & partnership division, will be bringing the campaign to life by localising campaign assets with Dr Andrew Rochford lending his voice to the TVC.
The radio sponsorship leverages talent and UNICEF ambassadors to help localise the issue of vaccine inequality and the fact that COVID isn’t over for us until it’s over for everyone.
UNICEF is working on the largest procurement and supply operation ever to ensure that countries around the globe have equitable access to 3 billion doses of the COVID-19 vaccine,” said UNICEF Australia CEO Tony Stuart. “But no one organisation can do it alone, and everyone has a part to play so nobody misses out, which is why this campaign is vital to drive donations.
“As Australians reach high vaccination rates and we begin to open up to the rest of the world, now is the time for each of us, as individuals, to know the small, but crucial, part we can play in vaccine equity. Thanks to Carat’s help to grow greater awareness of UNICEF’s Give the World a Shot campaign, we can do this.”
“Working with UNICEF to bring to life an incredibly worthy cause has been a humbling experience for our team. We are very lucky to be in a position where we are able to help those less fortunate than ourselves and believe that no matter how big or how small, everyone can help,” added Amanda Florence, Client Manager at Carat.
The campaign will run until mid-December.
Paul Baker – Strategist
Scott McCaffrey – Client Lead
Amanda Florence – Client Manager
Michael Goode – Client Executive
The Story Lab
Cat Wilkinson – Head of Partnerships & Content
Erin Hunter – Content Director
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