Wavemaker, News Corp & SA Health execute rapid-turnaround mask giveaway

South Australia Health has collaborated with Wavemaker and News Corp to launch a COVID-safe mask giveaway in less than a day, as a rapid response to the recent Parafield cluster of Coronavirus cases.

Launched in time for Black Friday sales,  a campaign such as this would usually  take several weeks to put together, but Wavemaker and News Corp executed the giveaway campaign ahead of the major shopping event.

Make Sure You’re Covered Campaign

The Make Sure You’re Covered campaign was designed to raise awareness around the heightened risk of COVID-19 after SA Health identified several misconceptions in the state around the spread of the virus, especially after South Australia had low-level restrictions in the weeks prior.

South Australia Health then tapped GroupM agency Wavemaker and News Corp to create a plan to ensure easy access to masks for Black Friday shopping.

Readers received a free pack of three masks at any newsagent when purchasing News Corp title The Advertiser.

The campaign was also promoted across News Corp Channels and prominent advertising space in the masthead.

Over two days; Thursday, November 26 to Friday, November 27, almost 200,000 free masks were distributed to South Australians.

Wavemaker Adelaide managing director, Matt Hofmeyer, said he is proud of how the logistical challenges of pulling off the campaign in such a short time were dealt with.

“The changes in status of the Parafield cluster created confusion for South Australians about what they need to do to protect themselves and each other.

“We knew that we needed to act fast and Wavemaker, News Corp and SA Health delivered a solution that would normally take 6-8 weeks, in 6-8 hours.

“Being able to activate a mass distribution of masks to remind our state to wear masks has never been more important.”

MakeSureYoureCovered campaign in The Advertiser

News Corp SA managing director Ish Davies said it made “enormous sense” to get masks out into the community quickly and at scale.

“…we were delighted that our brands like The Advertiser could strongly contribute to the outcome and help keep South Australians safe,” he said.

“The role that the broader metropolitan newsagents played in making this possible in a super tight timeframe was particularly appreciated.”

SA Health executive director of corporate communications, Jon Logie, thanked all parties in involved.

“Our priority was to ensure as many South Australians as possible had access to masks prior to, or on, Black Friday to help stop the spread of Covid-19.

“Thanks to the hard work, flexibility and creative of all parties involved, we were able to distribute nearly 200,000 masks in 48 hours across the state, and played a significant part in helping to keep South Australians safe from the virus.”


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