Prime Minister Scott Morrison reveals the latest stage of the coronavirus ad campaign

Prime Minister Scott Morrison has revealed the next phase of the Australian Government’s $30m coronavirus education campaign.

The latest ads take a harder line on the topics of social distancing, self isolation, gathering sizes and visits to aged-care facilities, than the earlier rendition of the campaign which focused on the importance of maintaining good hygiene and steps to take after travelling overseas.

The creative execution of the ads has also changed, replacing the pastel-toned animation of previous assets for a plainer, black, green and white execution.

In an Instagram post, the Prime Minister announced that the latest edition of the campaign carries an “important message about keeping a healthy distance from other people” with new ads appearing across out of home, TV, radio, digital and newspapers.

The campaign launched just over a week ago, with four TVCs, three print ads and four radio spots, promoting the recent traveller advice, hygiene conventions and the official government information platform.


Last Friday saw the launch of three more TVCs, in the original creative style. The ads address the policy changes in visiting aged-care facilities, the ban on non-essential outdoor gatherings of over 100 people and social distancing.

The ad addressing social gatherings states that “workplaces, schools, shops, universities, public transport and airports aren’t currently affected”, however since its launch the Government has announced the shutdown of indoor venues including pubs, sporting, entertainment and religious venues, with cafes and restaurants allowed to offer takeaway.

Mumbrella has reached out to the Department of Health to determine whether the ad will continue to run.

The initial creative was executed by Brisbane-based Carbon Creative. Mumbrella has also asked the Department of Health whether it continues to work with the agency on the campaign.

The two other spots that launched last Friday can be seen here:


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