The NSW state government has a new message for citizens tiring of lockdowns and COVID restrictions – “let’s do this”.
The new ad campaign kicked off over the weekend, encouraging people to get vaccinated and enjoy the pre-pandemic freedoms.
In particular, the ad shows things like weddings and festivals and highlights the frustrations of home schooling and social distancing.
The campaign will run across metropolitan and regional television and newspapers, as well as radio, digital, social media and out of home advertising across NSW.
It will also be translated into 19 languages and adapted for Aboriginal media channels.
“NSW has done it tough over the last 18 months but we can’t lose sight of what we’re all aiming for, which is to open the state back up again,” said NSW Minister for Digital and Customer Service Victor Dominello said.
“This ad hopes to capture what we’re working towards and the importance vaccinations play in that recovery.”
The ad is certainly far more upbeat than the Federal Government’s recent ‘Don’t be complacent’ ad, which showed a young woman with COVID-19 struggling for breath in a hospital bed.
While the ad drew criticism for its graphic nature, research from Melbourne-based research company Forethought suggested it was more effective in getting people to register for a vaccination than the government’s other ads.
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