Australians are being urged to “Arm Yourself” in the latest Govt. Covid-19 campaign via BMF Sydney
July 12 2021, 9:27 am | | 30 Comments
Australians are being urged to “Arm Yourself” against COVID-19 and get the jab in the latest federal government campaign via BMF Sydney.
The new integrated $41 million campaign will roll out in 36 languages, encompassing TV, radio, newspapers, online and OOH, replacing the previous campaign fronted by former Deputy Chief Medical Officer Nick Coatsworth.
30 Comments
If this is the type of work we can expect this new government “agency village” model to produce, then it hasn’t worked at all.
Don’t know how this will change any pervasive attitudes. Advertising can’t solve for the lack of vaccines, but it can help change hesitant people’s minds or combat misconceptions. This execution does neither and isn’t engaging.
If BMF are not responsible for that other, dreadful, TV ad then they need to come out and say it. It’s reputation-damaging.
Not sure the arm pun translates at all
but mad at those in charge it’s so late
That was done last year apparently. Not sure about the agency.
The government wrote this and got BMF to make it for them.
The shocking incompetence of the vaccine rollout extends all the way to the advertising and messaging.
I can actually imagine the general they have fronting the rollout now, coming up with this.
He who passively makes bad advertising is as much involved in it as he who writes it.
I wept
Let’s face it these public servants don’t know how to communicate with the public.
They need to let the people that do it for a living do it.
If not just take the money and run.
Am so angry at the government for botching this vaccine rollout, I can’t event begin to critique these ads as being effective or not, because the product they are promoting can’t be accessed
The govt can barely handle their vaccine rollout, so I have absolutely no doubt that this would have been an absolute shambles to sell/make/produce etc.
The output is reflective of the painful process that I am sure BMF went through. Pity – if done right (or rather allowed to be done right), it could have been a game changer.
‘it could have been a game changer.’
Nor sure. I think the horse bolted a long time ago with the utter shitstorm around vaccine rollout. No piece of advertising could heal the damage caused by the mixed messages about AZ, ‘it’s not a race’, regular scare stories from Murdoch press etc
Basically it’s a good line, would test strongly and is well, bulletproof in almost any of the countless languages it will be translated into. The execution could never be daring given the nature what it is. Given this is a political dumpster fire which is guaranteed to have aviation fuel poured upon it by all the nice, constructive people on twitter no matter what was produced, BMF have done a solid job.
Vaccines? Leadership? Accountability? Where the bloody hell are you?
If it walks like a duck, smells like a duck and looks like a duck, it’s more than likely a duck. The first evidence of this Village Model being successful or not is the work and the signs are not good.
Anyone who’s ever worked on government work knows how quickly it can get pummelled by internal politics, legals, risk aversion, conservatism, bureaucracy, countless opinions and everything else. No doubt BMF presented harder hitting, more emotive, more urgent creative with gutsier messaging and CTA’s but had to take the client’s lead. It’s probably copping more flack than it should, but reality is it is months and months late and to points already mentioned, still largely almost useless as most people still can’t nip out and get a shot. I reckon they’ve done a good job given all the chefs that would have been in the kitchen.
No agency can polish our turd of a government.
This is an ad for Johnson & Jonson Band-Aids, right? Oh, it’s not? It’s to get people to get vaccinated? Then, you’ve lost me.
Dumbfounded.
All $1.8m of it if the reporting is correct. Well done BMF for cashing in.
Hopefully the next pandemic favours butt injections – then the line can confront those who can’t be arsed. (More interesting visuals too)
So good our Prime Minister managed to get the timelines shortened for vaccines. By our Prime Minister, I mean the last competent Prime Minister, Mr KRuDD. Woeful the Liberals haven’t been able to do ******** on so many issues.
The downward creative trend continues. This is just a shot in the arm for their bottom line.
Where does $1.8million go?
Not saying that’s too much – just wondering how something built around a video that I’d assume required a pretty low production budget, can be billed out at that price?
Headline: “Get the jab or get the stab”.
Visual: Eshays at Warringah Mall food court with sleeves rolled up, wielding knives.
https://youtu.be/akxfPV-A_C0
Much better
Those dislikes say otherwise.
Does anyone know which agency or production company produced the other, controversial Covid TVC appearing in NSW, feauring the young woman gasping for air?
Quite simply this is the worst Ad ever made in Australia.
It’s a crime against communication
At a time when we really need a great communication.
It focuses on the one slight negative (the jab/needle), what used to be called the feature.
When the benefits are freedom, having a beer, seeing your family, not dying etc.
C’mon Aussie C’mon. we can do better than this.