NSW Government targets broad audiences in latest vaccine campaign via UM and Ogilvy
Media agency 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, designed to reach all audiences, targets everyone 16 years and older encouraging them to get their COVID-19 booster shot.
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, fully-integrated advertising campaign has launched across print, television, radio, outdoor, digital and social media.
Andrew Clift, senior account director, UM 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.”
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 COVID-19 booster 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.
Says Isobel Scouler, director of brand and campaigns, Department of Customer Services: “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.”
The multi-channel advertising campaign launched from February 6 across print, television, radio, outdoor, digital and social media and will run through April 2022.
UM – Media Agency
Identity – Multicultural Agency
Ogilvy – Creative Agency
Hello Social – Social Agency
33 Creative – Aboriginal Communications Agency
12 Comments
Doesn’t sound vey targeted.
basically I’m just not gonna get the vaccine!
I know….. UGH I know….
I’m sorry!!!!!!!!!!!!!!
It’s just that I’m going to get it is all
HAHAHAHAHAHHAHAHAHAHAHAHAH
I’m fine thanks.
why would you PR this?
So I have had 2 shots. But now extremely wary when it becomes… “Have your 6th booster to keep everyone safe.”
There’s one line in the VO… “will reduce your chance of serious illness”
Is there a scientific study that supports this statement?
So much Kool Aid right now. Of course, do your own research but look up Danish studies regarding this whole ‘stop the spread’ business.
Look at 4th booster roll out and new cases in Israel while you’re at it too.
‘Is there a scientific study that supports this statement?’
Maybe research that yourself before joining the debate eh
The problem is that none of the government talking points for the vaccine have been adjusted for age, health status and other variables. So while the jab may help people over 65, people with pre-existing chronic health conditions, and overweight people to a certain degree – for the vast majority of Australian’s it will have a negligible effect on how sick they get. This is because most people in most categories who are infected hardly get symptoms anyway, and those who do will have only flu-like symptoms.
So it’s hard to see why the government chose a blanket approach to vaccines rather than a targeted approach. It’s also hard to see why they chose to enact draconian restrictions on our freedoms to ensure we get the jab. And then the other. Oh, and now the other. Before the next.
I also struggle to see why, as the strain weakens (even when it was quite weak for most people in the first place) the amount of jabs recommended increased.
As someone who works in advertising and peddles bullsht for my work, I call bullsht.
Couldn’t agree more.
This voice-over sounds like it was read by one of those overly enthusiastic charity pests outside your train station at half seven in the morning with the punchable face.
This is a radio commercial, and not a good one at that. The pictures add nothing.
Very amateurish, and as such an irresponsible waste of taxpayer money.
The voice sounds like it’s Nick O’Rourke from RMK, who represent an incredible stable of VOs, a lot of whom are on-screen actors. Given the range of talent RMK offer, the NSW Govt obviously felt this was the vibe they were after for this spot.
Those lanyard waifs have no business being that optimistic. Like mate, you’ve barely got a fucken job.