NSW Government releases vaccination campaign via Ogilvy Australia

The NSW Government has released a new campaign, titled ‘Let’s do this’, to encourage vaccinations against COVID-19 via Ogilvy Australia.

The campaign is the latest non-Federal Government vaccination campaign to be released after the July ‘Arm Yourself‘ campaign.

The 30-second spot shows a montage of lockdown staples: video calls, puzzles and the challenges of working from home. Intercut are non-lockdown activities such as concerts, weddings, and travel. The spot also features people rolling up their sleeves to get vaccinated.

The campaign has been released during a New South Wales state-wide lockdown. Vaccination rates have been increasing, with roughly two-thirds of New South Wales’ adult population having received at least one dose at the time of writing.

Minister for Digital and Customer Service Victor Dominello said: “This ad hopes to capture what we’re working towards and the importance vaccinations play in that recovery.”

Dominello continued: “Vaccinations don’t just protect ourselves, our family, our friends and our community – they will get us back doing the things we love to do.

“Anyone that is yet to make a booking for their first vaccination can get online and book an appointment.”

The campaign is running across TV, print, radio, digital, social media and out-of-home. The campaign will also be translated into 19 languages and be adapted for Aboriginal media channels.

The past few weeks have seen a slate of new vaccination campaigns from Qantas, the hospitality industry, adland, and the Melbourne Symphony Orchestra.

Mumbrella has contacted Ogilvy Australia for comment.


Client: NSW Government
Creative Agency: Ogilvy
Director: Dylan Harrison
Multicultural Communications Agency: Etcom
Aboriginal & Torres Strait Islander Communications & Media Agency: 33 Creative
Media Agency: UM
Research & Insights Agency: FiftyFive5
Social Media Agency: Hello Social


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