With recent criticism of the government’s vaccination rollout and campaign, Channel Nine has taken its own shot at encouraging Aussies to get the jab.
The ad features a host of famous faces, including Hamish Blake and Andy Lee, Karl Stefanovic and Allison Langdon, Amy Shark, Scott Caminetti and Eddie McGuire, to name but a handful.
— Channel9 (@Channel9) May 31, 2021
Nine’s choice to create their own vaccine ad makes them one of their first private Australian companies to foray into the vaccination space.
Indeed, having a broadcaster create their own major public health message could put increased scrutiny on the government’s own plans for a campaign.
It was revealed just earlier this week that the government would be ramping up their own vaccination campaign, with BMF slated to create a campaign targeting people under 40.
However, the Nine ad has been criticised for featuring an entirely white selection of talent.
I thought Australia prides itself on being a multicultural society???
What does it say when the faces of "the shot" is just so 🍞
— Lyds (@GangstaLyds) May 31, 2021
FYI: brown/black people need to get vaccinated too.
— Roland Wilson (@rollowill) May 31, 2021
Great campaign, but where is the diversity?
— Costa Haritos (@CostaHaritos) May 31, 2021
One user evaluated the campaign by writing, “well-intentioned, but maybe not the best way to appeal to broader society? Out of 8 women featured, it’s not just that all are white (like all the men are also), but even within that subgroup it is so limited – 7 are blondes and @amyshark the only one that is even a brunette.”
“This ad will really hit the mark for some…but for others it won’t at all simply because they won’t relate to it due to its lack of diversity.”
“Hopefully there is a part 2 on the way too ;-)”
B&T understands that the promo is indeed part of a series that the Network will be running to encourage Australians to get their vaccine.
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