When it comes to government advertising to promote immunization, informing is not enough. We need strong emotions, designed to trigger action, writes Russel howcroft, co-host of the popular 3AW Breakfast radio show and partner / brand advisor at Sayers Group.
Currently, government communication regarding COVID-19 vaccination generally uses a credible character talk seriously to the camera, and posters and print advertisements that play it safe. It is unlikely to do anything other than just inform.
Informing is not enough. We need strong emotions, designed to trigger action. We need publicity to restore the sense of collective that we mastered last year. We were “all in the same boat” at the start of COVID-19 and we need to be “all in the same boat” to end it. We must be ready to mobilize en masse as soon as our main vaccine supply problems are overcome.
Australia recently AAA credit rating reconfirmed Made me think for a while that there is an opportunity for Australia to build our national brand based on the idea that our nation is AAA. We have AAA beaches, AAA food and wine, AAA economyAAA democracy, AAA legal system, AAA resources, AAA institutions, usually AAA life.
Additionally, due to our handling of the virus in 2020, it has reinforced to the world the idea that Australia truly is an AAA place to be. The world looked on with envy and the expats decided maybe it was really time to go home. But, how we deal with COVID-19 in 2021 will determine whether this AAA opportunity is real.
At the moment, I’m afraid our slogan is “Australia’s Heaven for Fools”. Where we are all in a state of bliss – blissfully oblivious to, and probably denying, the existence of potential problems. This blind optimism is even ingrained in our vernacular – “she will be right” after all.
Obviously, getting Australia vaccinated is a lot more complex than just running an advertising campaign. Having said that, communication is key and we have so far failed to get it right. Our silence meant that any negative comments about the vaccination, or even the negative facts around the vaccination, could have landed a much bigger hit on vaccination rates than it should have been.
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