Government ramps up advertising push for COVID Safe app

The Federal Government has launched a series of television, radio, outdoor and social media ads to increase pressure on Australians to download its COVID-19 contact tracing app, COVID Safe.

One of the ads directly links easing social restrictions with consumers’ willingness to get on board, and download and use the app.

“Our path back depends on three critical things before restrictions can be eased,” it says, noting one of these three things is everyday people using the app.

The ad notes the Government, health workers and scientists are already playing their part, and now the population needs to play its role. The ad says the virus will have fewer places to “hide” if more people have the app.

“It’s a necessary part of the plan to ease restrictions by making sure we can get on top of any outbreaks quickly when we start going about our day-to-day lives again,” the ad claims.

The ads are authorised by the chief medical officer, Brendan Murphy.

The ads show people, both real and illustrated, out and about, socialising, exercising and working.

The campaign also includes radio, outdoor and social media assets.

So far, the Government is reporting 6,849 COVID-19 cases in Australia, with a total of 96 deaths and 5,889 recoveries. There are currently 66 in hospital, 27 of whom are in intensive care. 664,756 tests have been conducted with a 1.0% positive rate.

It is also reporting over 5m downloads of the app, but would like a 40% take-up rate.


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