Australian Government launches next phase of ‘First Things First’ Vaccination campaign via BMF
The Australian Government has today launched the next phase of the national COVID-19 vaccination campaign “First Things First”, created by BMF, which encourages all eligible Australians to get vaccinated with COVID-19 vaccines available for Australians over the age of 12 from Monday.
The national campaign brings to life the unbridled joy of the simple freedoms we’ve all missed, as if it were the first time you’d ever experienced them. The key to unlocking these moments is getting vaccinated.
Says Paul Coles, general manager at BMF: “We’re proud to have this opportunity to motivate all Aussies to get vaccinated. The strategy and idea are simple and universal. We wanted to remind people of the little freedoms that have been trapped by COVID outbreaks and lockdown. We all talk about that first taste of something, be that a cold beer or overseas travel. The truth is, we can only liberate these firsts, if we all get vaccinated and this work does that with Aussie heart and humanity.”
Says Lieutenant General John Frewen, coordinator general operation COVID Shield: “It’s important that we mobilise all eligible Australians to get vaccinated as soon as possible. ‘First Things First’ has a clear call-to-action to book your vaccination. By accelerating vaccinations, we are one day closer to returning to life as we knew it.”
The campaign has launched in Australia across TV, radio, print, OOH, DOOH, display, social and OLV.
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Associate Creative Director Roy Leibowitz
Senior Art Director: Chris Wilson
Head of Art and Design: Lincoln Grice
Designer: Alex Kidd
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Olivia Widjaya
Senior Account Director: Victoria Venardos
Head of TV: Jenny Lee-Archer
Agency Producer: Mandy Payne
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Adrian Shapiro
Producer: Ben Scandrett-Smith
Post Production: ARC Edit
Editor: Peter Sciberras
Sound Production: Rumble
Music: Otis Studios
DOP: Ross Giardina
Photographer: Joel Pratley
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: Rosie Weathered
Digital Producer: Ryville Ochoa
Front-end developer: King Tan
Finished Artist: Iva Madderom
PR: Lu Borges and Elliott Holahan
Media Agency: Universal Mccann
Research Agency: Fiftyfive5
23 Comments
The print looks like schoolies week posters. The font is AWFUL. The colours?
Most vaccination hesitancy is from the oldies – they will not even look at these.
Also, the casting in is terrible and the spot looks like a McDonalds add. I can’t believe my taxes founded that.
I reckon this will work. Agree I’m not sure about the font but the idea and casting are good.
Also on the age thing – you might want to do your research before you talk with authority. Most vaccine hesitancy is in younger groups.
https://melbourneinstitute.unimelb.edu.au/publications/research-insights/ttpn/vaccination-report
“COVID is Why”/”COVID is why we Help”/”Whatever your journey, a COVID vaccination will get you there”
Welcome to making work for the federal government.
How’s WA you nought?
Late to market.
Wallpaper.
Really missed the mark on this one BMF …. looks like an STD campaign on a nightclub toilet door
embarrassing to see skilled industry people working on this ridiculous propaganda.
yes, absolutely yes…the world certainly needs young, non obese, healthy folks to rush to get a vaccine.
That strategy is only slightly dumber than believing lockdowns and masks will work.
can’t wait to see the art that pops up from production companies, directors, and agencies about how being locked in your house for a year is fun and sexy.
the real question is how fast the folks who worked on this will sweep it under the rug when the tide turns?
I know a few won’t forget
you are the definition of cringe.
Dear BMF stills dept. Time to shake it up. New suppliers. New dept. Its getting really tired.
So you’ve got your shots then?
The missing apostrophe in “things” is really getting to me.
It’s neither a contraction nor a possessive. Move on.
Executed about as well as Scomo’s vaccine roll out. At least our governments consistent.
“can’t wait to see the art that pops up from production companies, directors, and agencies about how being locked in your house for a year is fun and sexy.”
I have absolutely no idea what this is meant to mean.
I agree. What are you on about?
Please, do you own research!
Don’t listen to the lame-stream media, the big-pharma pawns and our Stalin-esque government.
We are a nation that was founded on freedom. We didn’t fight two world wars for nothing. Ned Kelly resisted and we should too!
Listen to George Christensen, Clive Palmer, Craig Kelly, Pete Evans, Mark Latham, Donald Trump and Rudy Giuliani. These are the real experts!
Yes, I listened to them. Now, I’m dead.
Not sure sarcasm comes through in print. Could be mistaken for sincerity.
what the ad should really say:
Think about the vaccine if you live in an aged care facility and, are obese, have diabetes, or have severe underlying health conditions.
Totals cases: 73,605
Total Deaths: 1091
Aged Care Deaths: 712
Deaths over 70: 969
Deaths Under 70: 122
Deaths Under 70 with severe underlying health issues: 119
Deaths Under 70 still under investigation: 3
Total Cases under 70: 68,462
Under 70 CFR = 0.00178%
but good thing we have great ads like this to get young healthy people out to get the vaccine.
they may not get sick but at least they won’t be able to spread it…
oh wait…
fake stats
This Kool Aid tastes delicious!
Swiped the print from ‘I give a flybuys’, by the looks of it.