REVEALED: Independent Vaccine Ads Outperform Government Work

REVEALED: Independent Vaccine Ads Outperform Government Work

As pressure mounts on the government to increase efforts in advertising the COVID-19 vaccines, a number of independent businesses, groups, and organisations have taken matters into their own hands.

While Kyle Sandilands’ ‘get vaxxed baby’ drew the praise of NSW health minister Brad Hazzard, it was two independent campaigns from Victoria that appear to have moved the needle on encouraging Australians to get vaccinated.

The first of these ads is ‘performance of a lifetime’, which came via the Melbourne Symphony Orchestra and various Victorian art groups including Arts Centre Melbourne, Melbourne Theatre Company and The Australian Ballet.

The second video, produced in-house by the Victorian Council to Social Service, features doctors, medical professionals and ordinary Victorians waiting to “get back to the good things”, like weddings, sports and being able to visit their loved ones again.

The ads were instantly lauded on social media – and now it turns out they are helping get vaccines into arms.

New data from Melbourne-based research company Forethought, seen by B&T, shows that ‘Back to the Good Things’ and ‘Performance of a Lifetime’ had a greater impact on respondent likelihood to book a vaccination than the Federal Government’s ‘Arm Yourself’ and ‘ICU – Breathless’ campaigns.

Source: Forethought

Forethought CEO Diane Shelton applauded the efforts of the independent advertisers.

“Congratulations to the Victorian Council of Social Services and to the Victorian Arts Community for developing and fielding two strong positive communications that drive vaccine intention. The research shows clearly that to mobilise people communications must tap into emotions and that as we have seen here the positive emotional communication is the strongest,” Shelton said.

Forethought last week found that NSW residents that viewed the ‘ICU – Breathless’ campaign had a 24 per cent increased likelihood of booking a vaccination.

The latest results are based on a sample of 411 Victorians.

Do you think you could outdo the government’ss vaccination ad? Check out our ‘Good AZ Gold’ industry challenge and share your best ideas.


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