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.
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.
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 […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]