UM & NSW Government Encourages Diverse Communities In New Vaccine Campaign

UM & NSW Government Encourages Diverse Communities In New Vaccine Campaign
B&T Magazine
Edited by B&T Magazine



Media agency, Universal McCann (UM), has developed a broad reaching media strategy to support the launch of the NSW Government’s “Let’s Do This” advertising campaign.

The campaign is designed to reach all audiences and targets everyone 16 years and older, encouraging them to get their COVID-19 booster shot.

The multi-channel, fully-integrated ad campaign launched across print, television, radio, outdoor, digital and social media.

UM senior account director, Andrew Clift said a campaign with such a relevant message needed a media strategy to reach all members of the NSW community, but could also speak to the individual motivations and barriers of key segments.

“At such a critical juncture in the NSW Government’s vaccine campaign we needed a major media campaign, strategically planned to engage with key audience segments across NSW, including regional NSW, youth, CALD communities and Aboriginal audiences,” said Clift.

The new iteration expands on the NSW Government’s original “Let’s Do This” campaign released last August and reinforces the importance of getting a booster shot to reduce the risk of severe illness and help protect communities.

It includes ads in 19 languages, (Arabic, Assyrian, Bengali, Cantonese, Dari, Dinka, Farsi, Greek, Hindi, Italian, Khmer, Korean, Kurdish, Mandarin, Nepali, Punjabi, Spanish, Thai and Vietnamese) plus advertising for the Aboriginal community – appearing in the Koori Mail, on radio, social media, digital display and video.

Isobel Scouler, Director of Brand and Campaigns, Department of Customer Services, added, “It is imperative the whole NSW community, no matter their language or cultural background, receives accurate and timely information about how important it is to receive a booster shot in our fight against COVID-19.

“The campaign commences with broad reach channels and will be continually optimised to target populations that may be dropping behind in booster uptake, to ensure we are encouraging all people to have a booster to protect them and their family.”

UM’s remit included media strategy, multicultural planning, media planning and buying and content partnerships (Koori, Nanhai, Seven, Snapchat, TikTok and more).

The multi-channel advertising campaign will run through April 2022.

Agency credits

UM – Media Agency

Identity – Multicultural Agency

Ogilvy – Creative Agency

Hello Social – Social Agency

33 Creative – Aboriginal Communications Agency




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