Victorian Government ramps up COVID-19 advertising campaign, stressing disease is real

The Victorian Government wants the state to know that COVID-19 is real, dangerous and deadly, and this week it released a campaign featuring a survivor’s story.

The ad – which features a man who was in an induced coma and suffered the loss of his mother – stresses “COVID is real. It is very real”.


Victoria’s public health campaign first launched in May and was created by M&C Saatchi.

The new ad continues the message that ‘Staying apart keeps us together’, imploring Victorians to follow the stage three lockdown rules in an effort to prevent the spread of the virus.

A comment provided to Mumbrella from the Victorian Department of the Premier said: “This element of Staying Apart Keeps Us Together delivers a range of personal stories and direct experiences that carry a realness and humanity, reminding us all of exactly what’s at stake.

“These stories are designed to show the public the effect the virus is having on individuals, and through telling individual stories, provide an additional motivation to do the right thing to help slow the spread of coronavirus.”

Further executions will feature Dr Craig French, head of ICU at Western Health; Amanda, a nurse manager at Northern Health; and Deb and Greg whose daughter Catherine is a nurse at The Royal Children’s Hospital.

The campaign launched on Saturday, when Victoria recorded 357 new cases of coronavirus. Victoria was put into a six-week stage-three lockdown on 8 July following an increase in COVID-19 cases.


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.