To date, over 4 million vaccines have been administered across the country and 500,000 Australians have been fully immunized. The majority of Australians are expected to get the vaccine in the second half of the year, as the rollout will open to all adults.
The bulk of the federal government’s $ 40 million COVID-19 vaccine advertising budget will be spent on the ongoing campaign starting in July, which will increase during the second half of the year, with the distribution of the ads tied to vaccine supply. The funding includes $ 1.3 million to target culturally and linguistically diverse communities in their own language.
Ms Kaufman said the new campaign is expected to address several factors, including streamlining the booking process, with a recent exclusive story for The Sydney Morning Herald finding that 14% of people are “not at all likely” and 15% “unlikely” to sign up for vaccines in the next few months, even if they are available.
“We need ads that resonate with those who are hesitant and culturally diverse groups and young women,” she said, calling the New Zealand campaign a success.
The spokesperson for the Minister of Health said the government was changing its advertising approach in the second half of the year for targeted groups.
“Celebrities are an option because of their appeal, not only to young people, but can also encourage the over-50s group who have been slow to take action,” she said, highlighting Tourism’s recent campaign. Australia starring Hamish Blake and Zoe Foster. Blake as an example.
Ms Madigan said BMF understands the need to be entertaining, citing their Aldi ads as examples of creative marketing that draw people in. BMF declined to comment.
“Unless you hire people, you won’t persuade them to do anything,” she said.
But at this point in the deployment, she said she would use fear, not humor, in a campaign because fear was more likely to grab people’s attention. Either way, Madigan said the government needs to get people to react emotionally.
University of Sydney vaccine expert Professor Julie Leask said fear campaigns may have hiccups and this does not connect with the reality of Australia’s low prevalence of COVID-19 currently.
“The research on fear campaigns in immunization programs is equivocal. It has worked in some cases, but can create anger among others, ”she said.
“This can backfire on those who are worried about COVID-19 but cannot or do not want to be vaccinated at the moment. We’ve spent the last year saturated with fear-based posts, so it’s almost like we need to walk away from it.
The government had a tough job to do trying to reach different audiences in all kinds of mediums, but Madigan said it had had plenty of time to plan for it before.
“They had a year and a half to do it,” she said. “It’s really extraordinary that we are at this point.”
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