The media strategy for NSW’s latest vaccine advertising campaign
UM developed a wide-ranging media strategy for the launch of the NSW Government’s ‘Let’s Do This’ advertising campaign.
The campaign targets everyone aged 16 and over, encouraging them to get vaccinated against COVID-19.
UM’s remit included media strategy, multicultural planning, media planning and buying, and content partnerships (Koori, Nanhai, Seven, Snapchat, TikTok and more).
The fully integrated multi-channel ad campaign was launched across print, TV, radio, outdoor, digital and social media.
Andrew Clift, Senior Account Manager, UM, said a campaign with such a relevant message required a media strategy to reach all members of the NSW community, but could also speak to individual motivations and key segment barriers.
Clift: “At such a critical time in the NSW government’s vaccination drive, we needed a major media campaign, strategically planned to engage with key audience segments across New South Wales. -South Wales, including regional New South Wales communities, young people, CALD communities and Indigenous audiences.”
The new iteration expands on the original Let’s Do This campaign released last August and reinforces the importance of getting a COVID-19 booster to reduce the risk of serious illness and help protect communities.
It includes advertisements in 19 languages (Arabic, Assyrian, Bengali, Cantonese, Dari, Dinka, Farsi, Greek, Hindi, Italian, Khmer, Korean, Kurdish, Mandarin, Nepali, Punjabi, Spanish, Thai and Vietnamese) as well as advertisements for the Indigenous Community – appearing in the Koori Mail, radio, social media, digital signage and video.
Isobel Scouler, Director of Brand and Campaigns, Client Services Department: “It is imperative that the entire NSW community, regardless of language or cultural background, receives accurate and timely information about the importance of receiving a booster shot in our fight against COVID-19[FEMININE
“La campagne commence par des canaux à large portée et sera continuellement optimisée pour cibler les populations qui pourraient prendre du retard dans l’utilisation des rappels, afin de garantir que nous encourageons toutes les personnes à avoir un rappel pour les protéger, elles et leur famille.”
La campagne publicitaire multicanal a été lancée à partir du 6 février dans la presse écrite, la télévision, la radio, les médias extérieurs, numériques et sociaux et se poursuivra jusqu’en avril.
UM – Media Agency
Identity – Multicultural Agency
Ogilvy – Creative Agency
Hello Social – Social agency
33 Creative – Indigenous Communications Agency
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