We need a shot of great government advertising now
For vaccines to enter arms, a government campaign needs to enter the community, argues freelance strategy director Lindsey Cummings.
Slip, Slop, Slap. Don’t be a tosser. Dumb ways to die. Despite these lines coming from campaigns that ran from 1981 to today, I’m sure almost all of us know exactly what they are referring to.
Australia has a stellar history with public service campaigns. Our ability to sum up complex messages in a catchy one-liner is second to none. Paired with a healthy media budget, we’ve been able to change behaviours for generations. Better yet, we’ve given people the tools to empower them to speak up when they see others ignoring the advice.:“Hey mate, don’t be a tosser. Put your rubbish in the bin, alright”.
As most of Australia is once again under a lockdown of some sort, I’m pouring one out for all the missed opportunities for new, unforgettable PSAs. Our PM has been dubbed “Scotty from Marketing” and yet, 16 months into this pandemic, the PSAs are just as hard to come by as a vaccine.
