“You Have To Act Like A Retailer!” Russel Howcroft Calls On The Government To Increase Vaccine Ad Spend

“You Have To Act Like A Retailer!” Russel Howcroft Calls On The Government To Increase Vaccine Ad Spend
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Famed ad man and media personality Russel Howcroft has urged the government to up its spend on vaccine advertising campaigns.

Appearing on last night’s episode of Q + A, Howcroft was invariably asked to share his thoughts on vaccine ad efforts so far.

During the discussion, Howcroft called into question the existing budget of $40 million that has been put behind the campaign, suggesting a ‘retail’ approach to the media buying might be more appropriate.

“One of the issues with the vaccination campaign thus far is there isn’t enough money allocated to it,” he said.

“I was very surprised when the Prime Miniser said ‘well, we’ve got $40 million’.

“$40 million is a lot of money, but it’s not a lot of money when it comes to the communication that required to beat us over the head.

“You have to act like a retailer – retailers spend $100 million plus to get their message out.”

And while much of the attention has been around the government’s vaccination advertising efforts, Howcroft suggested industries – such as the Victorian art groups this week – play a role in getting the message out.

“The other thing we have to see is sporting bodies, arts bodies… just industries creating advertising as well,” he said.

“It’s not just about the government doing communication, it’s not just about the government fulfilling the application of the vaccine, it’s also about industry using their creative capability to generate advertising.”

You can see more of the Q+A discussion about vaccine advertising here.

 

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