The federal government has unveiled its first public health ads following the outbreak of the coronavirus that has so far killed five Australians.
The campaign’s the work of independent creative agency Carbon Media and makes up part of a $30 million ad blitz that includes TVCs, print and social. UM will handle the media side of the account.
It includes television spots and two full-page newspaper advertisements featuring a letter from Prime Minister Scott Morrison, Health Minister Greg Hunt and Chief Medical Officer Professor Brendan Murphy.
Versions of the ad will also feature on more than 2000 outdoor sites across public transport and shopping centres, as well as spots on radio, digital and social media, too.
There are also four TVC spots that basically serve to direct viewers to www.health.gov.au for more information.
However, the government has been criticised for its tardy response to the virus and its containment with detractors of the campaign pointing out it wasn’t commissioned until the 3rd of March, a long time after coronavirus had got a foothold in Australia.
The $407,700 Carbon Media contract will reportedly run until 30 June and was awarded by limited tender. It will be reviewed and updated as the medical advice from Chief Medical Officer Brendan Murphy changes.
Carbon Media already has numerous other contracts with the federal health department including seasonal influenza communications and childhood immunisation.
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