ICU Vaccine Ad Kicks Australians Into Action

ICU Vaccine Ad Kicks Australians Into Action
SHARE
THIS



New data from Melbourne-based research company Forethought has revealed how the government’s different Covid vaccine advertisements have fared so far in terms of eliciting an emotional response from viewers.

The research looked at three of the campaigns, including the ‘Two Shots’ video featuring Dr Nick Coatsworth and the Brady Bunch-esque ‘Arm Yourself’ campaign that has been widely pushed by the government in recent weeks.

According to the research, each of these two campaigns largely “failed to elicit even a flicker of the emotional stimulation required to trigger behavioural change”.

The third campaign analysed by Forethought was the controversial ‘Don’t be complacent’ video, which shows a young woman struggling for breath in a hospital bed, after being impaired by Covid-19.

The ad has drawn some criticism for its graphic representation of the illness, however, it appears to have been effective in terms of prompting people to go out and get vaccinated.

According to Forethought, NSW respondents viewing that ad had a 24 per cent increased likelihood of booking a vaccination.

The caveat is of course the limited supply of the vaccine that Australia is currently facing.

Of the 24 per cent of people wanting to book a vaccination after seeing the ad, 76 per cent were of the belief they were unable to access the jab at the moment.

Despite the frustration Australians face, Chief Medical Officer Professor Paul Kelly has doubled down on the graphic nature of the ad.

“There will be a new advertisement running from the Australian government tonight. It is quite graphic. We are only doing this because of the situation in Sydney. And it will be running in Sydney,” Kelly said last week.

“It’s meant to be graphic, it’s meant to push that message home.”

Please login with linkedin to comment

covid vaccine

Latest News

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]