Aussie ad trio launch ‘Don’t die waiting’ ads to encourage those waiting (for Pfizer) to get AZ

Ron Mather, Penny Davy-Whyte and Mark Sareff – all highly awarded ad pros – have banded together to create a hard-hitting pro-vaccination campaign to encourage people waiting for Pfizer to get AZ.

A series of five print ads and short radio commercials aim to grab folk who are waiting – some for Pfizer, some for more evidence – and get them to get vaccinated immediately.

For some, waiting may – unwittingly – prove suicidal.

Sareff said the three are following a Biblical precept: “A person who saves one life, is as if they’ve saved the world.”

Sareff and Mather partnered before at The Campaign Palace – once Australia’s Agency of the Decade. Mather is one of Advertising’s handful of living legends. Sareff is a multi-award-winning strategist. Davy-Whyte runs her own media agency, The Tilt Agency and made it her mission to get these life-saving messages seen.

Our research showed a few key things:

1. Believing you might die from AZ is highly irrational/emotional. And cannot be beaten with rational ads. So this campaign is highly emotive.
2. It aims to demolish 3 ‘feelings’: you’re safer waiting for Pfizer; the fluffy language of ‘ventilating’ belies the horror of life support; and some still dismiss COVID as a ‘bad ‘flu’.

The suite of new ads aims to confront these mistaken beliefs. Aims to shock people who are sitting on the fence into acting.

Says Mather: “I accept some out there will hate it. But saving one single life will more than compensate.”

The trio banded together, pro-bono, created the campaign and sought amplification generously provided by Tonic Media Network, Australian Traffic Network and Australian Community Media. If you would like to support us also please reach out to Penny.

The campaign breaks in media 17 September across the country.

For further information contact: mark@prophecy.net.au or Penny@thetiltagency.com.au