Business Australia launches vaccination campaign via The Works

Business Australia is the latest to release an advertising campaign encouraging Australians to get their COVID-19 vaccine, so businesses can open and start trading again.

The ad, via Capgemini’s The Works, was released through audio and video channels, and features rendition of Irving Berlin’s 1946 ‘There’s No Business Like Show Business’ to the backdrop of empty businesses from a variety of industries – highlighting the devastating effect that the pandemic and lockdowns have had on businesses and jobs.

The campaign is initially focused on NSW, with a national rollout slated for later this month.

Business Australia general manager, content and acquisition, Genevieve Brock said thousands of small and medium businesses have already permanently closed their doors across the country in the past 18 months.

“We predict there will be many more that will close, or struggle to stay afloat in the coming months. The key goal of this campaign is to remind Australians how important getting vaccinated is, so businesses can start to operate again,” Brock said.

“The focus is not only on the impact that rolling lockdowns are having on business owners, but also the downstream impact on the economy and employment. We are trying to highlight the benefits of Australians getting vaccinated to business owners, their employees and the wider economy.”

Filming took place across Sydney and featured 20 businesses, including major tourism and event operators Sydney Theatre Company and Bridge Climb as well as a local hairdresser, tavern and gym.

“All the businesses we spoke to were really excited about the initiative and eager to participate and show the impact of COVID-19 on businesses. If we don’t reach the vaccination targets, these businesses will not be able to re-open. As an organisation we are here to look after Australian businesses. It’s up to us to support them by showing the devastation these lockdowns are having on businesses of all shapes and sizes across all industries,” Brock said.

“The long-term impact of the COVID-19 pandemic to the Australian economy is yet to be determined, but the federal government have flagged sliding birth rates and slowed immigration as new factors in ageing the working population. The latest lockdown period in NSW alone is costing the NSW economy $1 billion per week. The future health of the economy and the freedom of movement for Australians are both directly tied to the vaccination program,” added Brock.

The Works creative director, Nathan Bilton said: “The campaign, created at pace and produced during lockdown and amidst the Sydney protests, is equal parts catchy and confronting.”

“We’re proud to partner with Business Australia to highlight an issue truly worthy of attention and make a significant impact. So, get vaccinated and let businesses get on with the show,” concluded Bilton.

The campaign follows a number of campaigns by The Works this year, including the NSW Department of Education, LG Electronics and H&R Block.

Last week, the NSW Government launched ‘Let’s do this’ via Ogilvy Australia, while in the previous week the ABC launched ‘Vax Facts’, and the Qantas campaign which was discussed on last weeks Mumbrellacast.


Creative – The Works, part of Capgemini

Creative Director – Nathan Bilton

Copywriter – Jermaine Rowe

Art Director – Nathan Moore

Managing Partner – Kristie Thistlethwaite

Creative Project Manager – Vicky Hops

Production – in house

Producer – Charlene Weston

Sound – Squeak E. Clean

Media – Slingshot

Partner – Simon Corbett

Digital Director & Strategist – Andrea Batista

Associate Business Director – Brittany Davies

Business Manager – Ally Thompson

Implementation Planner – Caroline Gunning

Programmatic Director – Jude Martinez

Client Performance Executive – Megan Eaton


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