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.”
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