$4.1m to be won in new Million Dollar Vax campaign

A group of ‘philanthropists and corporations’ called the Million Dollar Vax Alliance have launched a cash incentivised campaign in order to push the national vaccination rates above 80% as quickly as possible.

A total of $4.1 million in prizes is set to be handed out, with the top prize of $1 million cash to be draw at the start of November, with daily prizes also being handed out across October. There will also be 100 daily $1000 gift cards given out across October.

Craig Winkler, member of the Million Dollar Vax Alliance, founder of MYOB and former board member at Xero, said that the purpose of the promotion is not to get people vaccinated, “in consultation with a health professional”.

The campaign in the Sunday Herald Sun

“The promotion simply seeks to reward people who decide to be vaccinated now rather than waiting, so that we can reduce the community impact of the COVID-19 pandemic.”

“The faster we reach higher vaccination rates nationally, higher than 80%, the sooner we all can safely resume our full range of community and business activity,” continued Winkler.

Jack Heath, CEO of Philanthropy Australia said that the campaign is “strategic philanthropy in action”. “A collaborative, targeted intervention that will save lives, ease the burden on healthcare workers, and benefit the wider community.”

The campaign follows a similar campaign entitled Vax-A-Million in Ohio in the United States, which according to the Million Dollar Vax campaign, averted $60 million in healthcare costs, as well as increasing vaccine uptake. Analysis from the Associated Press reported a rise in initial vaccine shots of 33% in the first week after the competition was announced.

The American campaign awarded one Ohio women a single cash prize of A$1.29 million for entering, after more than 2.7 million adults signed up for the competition. 104,000 children between 12-17 also entered for the chance to win a full college scholarship.

All Australians are eligible to enter the Million Dollar Vax lottery, with those already vaccinated also eligible, provided both vaccine shots have been received by the six weeks following 31 October 2021.

This is the latest in a long list of vaccine campaigns across the country. Last week, the Queensland Government launched a new campaign via local agency Khemistry. This has also included the return of Rhonda and Ketut for AAMI, as well as campaigns from QantasVirgin AustraliaWoolworths and Telstra. Both the live entertainment and hospitality industries have also released vaccination campaigns, as well as adland with ‘The Factsination‘.

Mumbrella has also launched an industry poll, to gauge opinion on whether it is a brand’s responsibility to run vaccination campaigns. 

Client: Million Dollar Vax Alliance
Advisory business: Sayers Group
Creative agency: Big Red Communications Group
Media agency: PHD Australia (Melbourne)
CALD media: OMD Diverse
PR and social media agency: Bastion Amplify


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