NSW Government launches multi-partnership COVID safety campaign via UM

The NSW Government has launched a new COVID-Safety campaign, with a multi-partnership media campaign led by UM Australia.

The new work is the latest iteration of the “Little Things” campaign, launched by Ogilvy Network ANZ in May to promote COVID safety practices.

The latest stage of the campaign premiered during the state of Origin Series, kicking off a content series across Nine, Seven, TWITCH, SCA, SBS and NITV plus digital and social elements.

The national campaign aims to remind people across NSW to think about the ‘Little Things’ they can do to stay safe from the flue and COVID-19 during winter.

The campaign focuses on engaging 16-39-year-olds as only 49% of this group have had a COVID booster vaccine and are less likely than other age groups to practice safe behaviours.

Andrew Clift, senior client director at UM said the brief was clear; motivate and engage a younger demographic by normalising COVID-safety practices, and reminding them small actions can make a big difference to their health and the health of others.

“This was a magic campaign to work on. Key to the campaign’s success was bringing so many great media partners to the table and then developing content that young Australians would sit up and take notice of. What better way to do this than to get well known sports and media stars to deliver the message in a way they relate to.”

The first 30-second spot launched during State of Origin, with former NSW Sharks captain and Blues player Paul Gallen and former WNRL player Ruan Sims on Channel Nine, and will be followed in July with a spot featuring skateboarder Poppy Olsen and musician Alex the Astronaut on Channel Seven, with a 60 second content series set to feature on the network’s social channels. Radio presenter Linda Marigliano and NRL Sharks Captain Wade Graham will feature in audio and video series assets for Southern Cross Austereo (SCA). The campaign will also feature TWITCH 2 Hour Stream in July.

Acting director for the NSW Department of Customer Service’s brand and campaigns Vanessa Barrett said the “Little Things” campaign was designed to reinvigorate younger Australians to think about simple COVID safety measures.

“We want to encourage young people to continue safe behaviours and to help minimise transmission of COVID-19 and flu this winter,” Barrett said.

“When people hear the message from someone they relate to, such as their sporting champion or musical icon, they are more likely to engage and to listen to their advice.”

Wade Graham, SCA said: “I’m really excited to be fronting this campaign to remind audiences of the easy and simple steps they can take to keep themselves, their families and their communities safe, but also, to ensure the live sports scene isn’t impacted by further disruption. There’s no question that I’m super passionate about playing in front of a live crowd. There’s nothing quite like it. Therefore, it’s amazing to be back playing in front of packed stadiums after all of the disruption of last year.”

Linda Marigliano, SCA said: “I’m so excited to see the return of our thriving live music scene and am pumped to be fronting this campaign which reminds us to support our awesome live scene, while taking the easy and simple steps to keep our families and communities safe along the way. Let’s support Aussie artists as they hit the stage once again!”

To reach younger audiences the media campaign is supported by a strong digital focus including advertising across social media platforms Meta, TikTok, Snapchat and TWITCH as well as radio and digital audio and outdoor advertising.

“Little Things” has also been tailored for culturally and linguistically diverse audiences in 22 languages and will run alongside a bespoke campaign for Aboriginal audiences.

The campaign runs through until end of August.


Andrew Clift – Senior Client Director
Declan Peach – Client Director
Wei Ng – Client Director (Identity)
Andrew Drinkell – Investment Director

Isobel Scouler – Director, NSW Government Brand and Campaigns
Anna Conte – COVID-19 Campaign Manager
Anjelica Bevan – COVID-19 Senior Campaign Advisor

Kieran Grant – Account Manager
Tamara Aiken – Campaign Ideas Manager

Jasmine Sinn – Group Business Manager

Sara Movafagh – Creative & Implementation Executive
Ciara Bowe – Creative & Implementation Executive

Amanda Soliman – Senior Campaign Manager

Alex Tran – Senior Client Success Manager


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.