Carat and Unicef double down on vaccine equity campaign

Dentsu’s Carat and Unicef Australia have rolled out phase two of its ‘Give the World a Shot’ campaign, driving donations from Australians to provide global vaccine equity, which has the aim of providing two billion doses by early 2022.

In doing so, Carat has also called on the national business community to get behind the initiative, as Australia’s double dose vaccine rate moves toward the 80% target.

“We’ve seen Aussies rise to the COVID-19 challenge and believe they will rally again behind this worthy cause to help Unicef deliver vaccinations across the world. Leveraging our understanding of the Australian context and how people are feeling right now, we have created a tailored ‘Give The World A Shot’ campaign unique to this market with a sense of positivity and optimism. We could not be happier with the message we are putting out there.  Working with Unicef Australia has been such a rewarding experience for all of us and we look forward to seeing it come to fruition,” said Sue Squillace, CEO Dentsu Media ANZ.

Dentsu last month joined Unicef’s COVAX initiative, supporting positive vaccine advocacy and encouraging donations, which has so far seen almost 400 million doses delivered to 144 countries.

Carat said that a $5 donation is enough to fully vaccinate one person, $500 can protect 100 people from the virus.

The strategy for the campaign has been staggered to fall in line with ‘Freedom Day’, in particular across NSW and Victoria according to the agency, with the digital OOH sites being placed in ‘high quality locations’ with contextual messaging, depending on the site, with local suburb vaccination rates compared to those of low-income countries.

JC Decaux outdoor placement

The campaign, which runs until mid-December, also features news programming integrations to generate “mass awareness”, with digital home page take overs across state mastheads, aligning with print ads and placement in topical environments, staggered based on level of restrictions in each state.

“All of Carat’s launch media has been underpinned by display video and podcast sponsorship media activated with key partners who can deliver on mass reach, utilising data to communicate with our Compassionate Explorers.”

Dentsu’s content and partnership division, The Story Lab, is localising each of the campaign assets, with Dr Andrew Rochford voicing the TVC.

“Unicef is working on the largest procurement and supply operation ever to ensure that countries around the globe have equitable access to 3 billion doses of the COVID-19 vaccine,” said Unicef Australia CEO Tony Stuart.  “But no one organisation can do it alone, and everyone has a part to play so nobody misses out, which is why this campaign is vital to drive donations. 

“As Australians reach high vaccination rates and we begin to open up to the rest of the world, now is the time for each of us, as individuals, to know the small, but crucial, part we can play in vaccine equity.  Thanks to Carat’s help to grow greater awareness of Unicef’s Give the World a Shot campaign, we can do this.” 

Client manager at Carat, Amanda Florence said: “Working with UNICEF to bring to life an incredibly worthy cause has been a humbling experience for our team.  We are very lucky to be in a position where we are able to help those less fortunate than ourselves and believe that no matter how big or how small, everyone can help.” 



Paul Baker – Strategist 

Scott McCaffrey – Client Lead 

Amanda Florence – Client Manager 

Michael Goode – Client Executive 

The Story Lab 

Cat Wilkinson – Head of Partnerships & Content 

Erin Hunter – Content Director 


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