Department of Health launches $23.9m COVID-19 vaccination campaign

The Department of Health’s $23.9 million COVID-19 vaccination campaign has kicked off today, with the first of the three phases focused on reaffirming to Australians that the vaccines have been put through rigorous approval processes.

It was first flagged in early January by the department.

As the campaign rolls out, it will keep Australians informed with the safety and effectiveness of COVID-19 vaccines as they become available. The upcoming second phase will provide information on the roll out of the vaccine, including the priority groups and dosage requirements.

The third phase will continue to the support vaccine uptake and provide information on how and where to get vaccinated.


The first of two ads launched today features infectious diseases physician Dr Nick Coatsworth, the Therapeutic Goods Administration’s (TGA) Professor John Skerritt, and chief nursing and midwifery officer Professor Alison McMillan explaining the need for a vaccine, the approval process and the rollout of the vaccine.

The second film maintains the animated style Australians have become familiar with through the government’s COVID-19 education campaign, which first launched in March 2020.

Australia’s vaccination plan was announced on 7 January, rolling out in five stages based on the priority groups and vulnerable populations and expected to begin in mid-to-late February. It will begin with aged care and disability residents and staff, border and quarantine workers and frontline healthcare workers.

Australia’s vaccination plan (click to enlarge)

Earlier this week the TGA approved the use of the Pfizer vaccine in Australia, following an independent review. Despite challenges in the global supply of the Pfizer and AstraZeneca (which has yet to be approved) the government is planning on a roll-out of 80,000 injections a week. Australia also faces challenges injecting the entire population, particularly in regional areas as the Pfizer vaccine requires storage at minus-70 degrees Celsius.

Additionally, Australia has agreements with the Oxford/AstraZeneca and the Novavax vaccines, which are expected to become available in the coming months, pending TGA approval.

In a statement about the launch of the information campaign, Minister for Health and Aged Care, Greg Hunt, said he was confident in the nation’s uptake of the vaccine.

“Australia is a vaccination nation – we have one of the highest vaccination rates in the world. Australians understand that vaccines work. They save lives. They improve lives. They protect lives,” Hunt said.

“I am confident, given Australia’s high vaccination coverage rates that Australians will take up a safe and effective COVID-19 vaccine in equally high numbers.

“This campaign will help every Australian to understand how the vaccine works and how it will keep them and their family safe.”

The campaign will appear on television, radio, press, digital, social, search, mobile, and out-of-home. IPG Mediabrands’ UM is the federal government’s media agency.

The government’s first campaign regarding COVID-19 began in March with creative executed by Brisbane agency, Carbon Creative. Ads targeted the maintenance of good hygiene, isolating after arriving from overseas, staying alert about COVID-19 updates, and stopping the spread of the virus.

[Click to enlarge]

was quickly overrun by ads which took a harder line


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A post shared by Scott Morrison (@scottmorrisonmp)

In May, advertising was ramped up once again to support the launch of the contact tracing app, COVID Safe.


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