The Federal Government launches new COVID vaccination ad via BMF

The Federal Government has released another vaccination campaign, ‘First Things First’, to encourage Australians to get vaccinated against COVID-19.

The campaign, via BMF, follows the Federal Government’s July campaign, ‘Arm Yourself‘, which was met with widespread criticism. The Arm Yourself campaign was also produced by BMF.

There are two versions of the 30-second spot, one targeted at Australians who are currently in lockdown, and the other to Australians who are not in lockdown.

The spot targeted at those in lockdown, which will be shown in NSW, Victoria and ACT, is below:

And the other spot, which will be shown to those not in lockdown, at the time of writing, in Queensland, South Australia, Western Australia, Tasmania and Northern Territory:

The spots feature activities that have been missing during a time of a pandemic, with lockdowns and social distancing: weddings, travel, sports matches, visiting elderly relatives, concerts and going to restaurants. The spots end with the line: “Before we can do the thing we want to do. There’s something we all need to do first. Book your COVID-19 vaccination.”

BMF’s general manager Paul Coles said: “We’re proud to have this opportunity to motivate all Aussies to get vaccinated. The strategy and idea are simple and universal. We wanted to remind people of the little freedoms that have been trapped by COVID outbreaks and lockdown. We all talk about that first taste of something, be that a cold beer or overseas travel. The truth is, we can only liberate these firsts, if we all get vaccinated and this work does that with Aussie heart and humanity.”

In a statement on the campaign, Greg Hunt, the minister for health and aged care, said: “The campaign has two key themes, to speak to those who have been living in areas of lockdown and are looking forward to our first tastes of freedom again, and to those who are already enjoying the things we love to get vaccinated in order to keep them without the risk of lockdowns.”

Hunt continued: “This campaign targets those who are still unsure to be vaccinated, as it will enable them to do things they enjoy, such as being with family, attending weddings, going to concerts and travelling.”

The campaign will be on TV, radio, print, online and out-of-home.

Some of the OOH assets for the campaign

In terms of other government campaigns, the NSW Government has released its own vaccination campaign, ‘Let’s do this‘.

There has been a wave of vaccination campaigns from the private sector as well, most notably from Qantas, Virgin Australia, Woolworths and Telstra. Both the live entertainment and hospitality industries have also released vaccination campaigns, as well as adland with ‘The Factsination‘.

In terms of media companies, both Nine and the ABC have released campaigns, both of which feature their respective talent.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Associate Creative Director Roy Leibowitz
Senior Art Director: Chris Wilson
Head of Art and Design: Lincoln Grice
Designer: Alex Kidd
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles

Group Account Director: Olivia Widjaya
Senior Account Director: Victoria Venardos
Head of TV: Jenny Lee-Archer
Agency Producer: Mandy Payne
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Adrian Shapiro
Producer: Ben Scandrett-Smith
Post Production: ARC Edit
Editor: Peter Sciberras
Sound Production: Rumble
Music: Otis Studios
DOP: Ross Giardina
Photographer: Joel Pratley
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: Rosie Weathered
Digital Producer: Ryville Ochoa
Front-end developer: King Tan
Finished Artist: Iva Madderom
PR: Lu Borges and Elliott Holahan

Media Agency: UM

Research Agency: Fiftyfive5
Client: Department of Health

This article has been updated with comment from BMF.


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