The Advertising Council Australia (ACA) has released a new vaccination push campaign, in collaboration with Accenture Interactive’s The Monkeys, celebrating Australia’s fighting spirit.
The campaign, ‘Australians Can Beat Anything’ launches today, with cross-industry support as the shareholders of the Premium Content Alliance; Foxtel, News Corp, Nine, Seven West Media and Ten have donated media spots for the campaign.
The campaign features images of Australians and their many achievements over the years as encouragement to get the nation up to the target 80% vaccination rate, and beyond.
It launches today, and will be running across TV, digital and social media.
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CEO of the ACA, Tony Hale said that there is a great momentum for vaccinations at the moment, yet more still needs to be done as part of a concerted push to double vaccination rates.
“As part of a call to arms, we need to bring those who are uncertain about vaccination onboard and get the last leg of double vaccinations underway in a bid to reach a minimum of 80% so we can open the country up as quickly as possible.”
CEO of the Premium Content Alliance CEO Kim Portrate, also said: “This initiative is the best way for us to do our part in encouraging all Australians to get vaccinated. The reach of our shareholders will ensure the campaign is seen by millions who will watch, hear, read and remember what can be accomplished when we come together as a country.”
The campaign shows Australians beating bushfires, droughts, floods, the GFC, battling prejudices and producing innovations such as cochlear implants to overcome deafness and treating avoidable blindness.
Co-founder and group CEO of The Monkeys, and Accenture Interactive ANZ lead, Mark Green, said: “Many Australians have been greatly affected by the pandemic and in these difficult times, it’s important to look back and reflect on all of the challenges we have overcome as a nation.
“As part of this fantastic collaboration, I’m proud of our industry for coming together to encourage all Australians to prioritise vaccination. With one final push, let’s apply our fighting spirit to this pandemic – if we all get vaccinated, we can beat this challenge too.”
This campaign joins a long list of vaccination campaigns so far, which has included the return of Rhonda and Ketut for AAMI last week, as well as Qantas, Virgin Australia, Woolworths 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.
Credits
Creative Agency: The Monkeys, part of Accenture Interactive
Co-founder & Group CEO: Mark Green
Co-founder & Group Chief Creative Officer: Scott Nowell
Partner & Chief Strategy Officer: Fabio Buresti
Senior Art Director: Jake Rusznyak
Senior Copywriter: Dennis Koutoulogenis
Senior Planner: Charlotte Marshall
Head of Production: Penny Brown
Senior Business Director: Amanda Porritt
Print Producer: Clinton Bell
Production Company: Rabbit
Director/Editor: Dan Mitchell
EP’s: Lucas Jenner & Alex Hay
Online: White Chocolate
Post House: White Chocolate
Music & Sound House: Song Zu
Composer: Lance Gurisik
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia
Footage Clearance: Lisa Savage, Savage Archive
Media: Premium Content Alliance
Advertising Sponsor: Advertising Council Australia
Consultancy Services: Accenture Australia