In an effort to get Australians vaccinated, Australian online publishers have partnered up for a covid mission and coverage pledge, with the aim to open Australia.
BuzzFeed, Concrete Playground, Junkee, The Latch, Man of Many, Urban List, and Zee Feed are joining forces to use their platforms to give young Australians a clear and concise message to help drive COVID-19 vaccinations in their core audiences of under 40s.
This unified mission also includes a publisher’s pledge on how COVID-19 is reported on moving forward. Each publication has outlined it will.
- Put science first
- Stand for healthy headlines
- Make considered image choices and avoid triggering imagery ·
- Will not partake in fear-mongering or alarmist headlines around vaccines.
From today, each website will have combined ad units driving to content outlining the importance of the COVID-19 vaccine to help open Australia. The joint mission will be in effect until Australia gets 50 per cent of the under 40’s population vaccinated.
BuzzFeed’s head of region, Nicki William, said: ‘We want to make a genuine difference to the lives of young Australians by building confidence through accurate messaging.
We stand with Australia’s youth publishers in committing to COVID coverage that informs young Aussies truthfully, while also inspiring them to plan for the future.”
Concrete Playground’s editorial director, Suz Tucker, said: “The industries, businesses and individuals that are essential to Australia’s culture and lifestyle – the arts, events and hospitality – are among those most impacted by the ongoing effects of the pandemic.
“We want young Australians to be informed in a way that makes them comfortable and confident in taking action to get vaccinated. This group recognises the need to communicate messages that will have a positive, progressive impact on our combined audiences and, hopefully, help to alleviate the anxiety caused by alarmist headlines.”
Junkee media’s managing editor, Gyan Yankovich, said: “Young Australians deserve content that’s as informed and thoughtful as they are. Our readers are global citizens who care deeply about the health, physical, mental, and financial of the people around them, and we’re pledging to reflect that deep care in all of our content.
“I’m excited to be partnering with this group of publishers that all understand the importance of keeping young Australians safe and informed, with a future that’s worth looking forward to.”
Publisher of The Latch Amanda Bardas said: “We’re proud to partner with some of Australia’s leading publishers on a unified message, to help drive Australia to open up. COVID is our reality, so we’re redefining our reason to publish around-the-clock coverage, and ensuring we’re only adding to the conversation in a meaningful way.”
Man of Many Digital Editor, Nick Hall, said: “Australia deserves more than just alarmist headlines and fear mongering. As a group, we have a shared mission to support progressive movements and communicate messages that generate a positive impact on our combined audiences.
“With young Australians often left out of the conversation, it’s critically important that we shine a light on the importance of staying informed, aware and across the entire issue.”
Urban List, head of content, Tessa Gallagher, said: “We are conscious of the crippling impact the ongoing lockdowns are having on our cities’ small businesses and culture and are committed to doing all we can to see Australians out and about again, supporting and enjoying our cities safely.”
Founder and editor of Zee Feed, Crystal Andrews, said: “Australians — especially young people — are telling us they’re frustrated with and confused by the way certain sections of the media have covered the pandemic in 2021.
“This commitment to publishing only helpful and necessary COVID content will unite our audiences as a powerful force: informed, optimistic people ready to play their part in the country’s recovery.”
Val Morgan (publisher of The Latch) will help amplify the vaccination message and publisher pledge across its out-of-home screen network, while also using QR codes on screens to encourage people to scan and book their COVID-19 vaccination.