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NSW state gov’t partners with media agency UM to launch latest vaccine campaign

Sydney, Australia – Australian state democratic administrative authority of New South Wales, NSW Government, has launched its new advertising campaign, designed to reach all audiences, targets everyone 16 years and older encouraging them to get their COVID-19 booster shot.

Developed in partnership with media agency UM, the new campaign expands on the NSW Government’s original ‘Let’s Do This’ campaign released last August and reinforces the importance of getting a COVID-19 booster to reduce the risk of severe illness and help protect communities.

Moreover, it includes ads in 19 languages, including Arabic, Cantonese, Greek, Hindi, and Italian, amongst others, as well as advertising for the Aboriginal community, which appears in the Koori Mail, on radio, social media, and digital display, as well as video.

Isobel Scouler, NSW Government’s director of brand and campaigns for Department of Customer Services, noted that it is imperative the whole NSW community, no matter their language or cultural background, receives accurate and timely information about how important it is to receive a booster shot in their fight against COVID-19. 

“The campaign commences with broad reach channels and will be continually optimised to target populations that may be dropping behind in booster uptake, to ensure we are encouraging all people to have a booster to protect them and their family,” said Scouler.

Meanwhile, Andrew Clift, UM’s senior account director, shared that the campaign with such a relevant message needed a media strategy to reach all members of the NSW community but could also speak to the individual motivations and barriers of key segments. 

“At such a critical juncture in the NSW Government’s vaccine campaign we needed a major media campaign, strategically planned to engage with key audience segments across NSW, including regional NSW, Youth, CALD communities and Aboriginal audiences,” said Clift.

The campaign will run until April 2022 across print, television, radio, outdoor, and digital, as well as social media.