The government’s reluctance to introduce a nationwide Covid vaccine advertising campaign has been attributed to concerns around supply shortages.
Earlier this year, as both the AstraZeneca and Pfizer shots became available around the nation, the government pledged to support the vaccines with a multi-million-dollar advertising campaign.
However, there has seemingly been a limited effort in terms of advertising the vaccines (especially when compared to other countries), with campaigns so far targeted at specific demographics.
Speaking on Monday, Covid Vaccine Taskforce Commander Lieutenant General John Frewen revealed that the government has been managing expectations with advertising efforts so far.
“I mentioned the other day that we are close to moving into a rallying phase of the campaign to inspire as many Australians (as possible) to start taking up the vaccinations,” he said, according to news.com.au.
“We’re just working at the moment to manage the commencement of that in line with the supplies because we want to make sure we don’t start the campaign until we are comfortable (we can) meet the demand.”
Despite the hesitancy to launch a widespread campaign, the government is continuing to introduce more ads as more Australians become eligible for the shot.
Earlier this month, as people over the age of 40 became eligible to receive the vaccine, the Department of Health shared a new ad featuring Dr Nick Coatsworth.
Speaking to ABC News, a government spokesperson said the new ad was about helping eligble Australians learn more about their options.
“Dr Nick Coatsworth, in research, is shown as a trusted voice due to his role as an infectious diseases specialist and former Deputy Chief Medical Officer,” they said.
“This resonates with this age group and for those keen to be vaccinated who are wanting to know where to find their local clinic.”
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]
From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]