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NSW state gov’t reminds young Aussies to continue COVID-safety practices in new campaign

Sydney, Australia – Australian state democratic administrative authority of New South Wales, NSW Government, has launched its latest COVID-safety campaign, taglined ‘Little Things’. This campaign, which was developed in collaboration with media agency UM Australia, comprises a content series across Nine, Seven, TWITCH, SCA, SBS, and NITV plus digital, as well as social elements.

The ‘Little Things’ – from the NSW Department of Customer Service and NSW Health & Multicultural Affairs – aims to remind people across NSW to think about what they can do to beat flu and COVID during the winter season. Its engagement focuses on 16 to 39-year-olds, as only 49% have had a COVID booster vaccine and are less likely than other age groups to practise safe behaviours.

The campaign has already kicked off the multi-partner content series during the State of Origin with former NSW Sharks Captain and Blues player Paul Gallen and former WNRL player Ruan Sims on Channel 9, and will be followed in July with Olympic skateboarder Poppy Olsen and musician Alex the Astronaut on Channel 7. In addition, NRL Sharks Captain Wade Graham, radio presenter Linda Marigliano on Southern Cross Austero during June and a TWITCH 2-Hour Stream in July.

Andrew Clift, senior client director at UM, said the brief was clear, to motivate and engage a younger demographic by normalising COVID-safety practices and reminding their small actions can make a big difference to their health and the health of others.

“This was a magic campaign to work on. The key to the campaign’s success was bringing so many great media partners to the table and then developing content that young Australians would sit up and take notice of. What better way to do this than to get well-known sports and media stars to deliver the message in a way they relate to,” added Clift.

Meanwhile, Vanessa Barrett, acting director for the NSW Department of Customer Service’s Brand and Campaigns, said that the ‘Little Things’ campaign was designed to reinvigorate younger Australians to think about simple COVID safety measures.

“When people hear the message from someone they relate to, such as their sporting champion or musical icon, they are more likely to engage and to listen to their advice,” said Barrett.

To reach younger audiences, the media campaign is supported by a strong digital focus including advertising across social media platforms Meta, TikTok, Snapchat, and TWITCH, as well as radio and digital audio and outdoor advertising. ‘Little Things’ has also been tailored for culturally and linguistically diverse audiences in 22 languages and will run alongside a bespoke campaign for Aboriginal audiences. It will run until the end of August.

Marketing Featured ANZ

NSW state gov’t’s latest campaign highlights ‘feel good’ experiences of travellers

Australia – Australian state democratic administrative authority of New South Wales, NSW Government, has launched a new tourism campaign, Feel New, which is a series of emotionally charged films aimed at exploring individual feelings experienced by travellers to New South Wales.

The series of films, which was developed by tourism and major events agency Destination NSW with creative agency Leo Burnett, spotlights on seven feelings most sought after by consumers – ‘joy’, ‘connection’, ‘freedom’, ‘awe’, ‘rejuvenation’, ‘belonging’, and ‘adventure’ – reaffirming NSW’s position as the feel-good state. It also aligns with the overarching ‘Feel New’ brand. 

Moreover, extensions of scenes from the Feel New TV spot have been reimagined in the seven Feeling Films, with each aligning to a single hero feeling. NSW landscapes and cultural encounters feature in the campaign extension, with each film featuring a bespoke remix of the official Feel New soundtrack, ‘Feeling Good’, which was re-imagined by Azure Ryder to make the audience feel the emotional experience that the film represents.

Stuart Ayres, the minister for enterprise, investment and trade, minister for tourism and sport, and minister for Western Sydney, believes that the time was right to take a more emotive-led approach to market the NSW visitor economy.

“The Feel New film series captures all the things I love about our State. It invites everyone to get out and appreciate the beauty and wonder of NSW and promises a return to the excitement and adventure that we all need to feel again,” said Ayres.

Meanwhile, James Walker-Smith, Leo Burnett’s general manager, noted that the Feel New strategy sets NSW apart from other competitor states and gives NSW a distinct advantage when targeting travel intenders.

“Destination NSW has really shifted its approach when it comes to how they promote the state, moving from being a destination brand, which is where many travel brands continue to operate, into the culture brand space. By creating a brand which is feelings-led, they’ve created a brand for the future that at the same time, is the ultimate antidote for the world right now,” said Walker-Smith.

Steve Cox, Destination NSW’s CEO, shared that the Feel New film series continued the fresh new approach to the tourism and major event agency’s strategy for promoting NSW.

“The strategic thinking behind Feel New was to tap into this consumer desire to feel; to build an enduring creative platform to market and promote NSW through its many and varied cultural and natural experiences, which are powerfully captured in these films,” said Cox.

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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.

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NSW’s government launches campaign to address Aussies’ tendency ‘to get casual’ in speeding

Australia – As more and more speed driving cases occur in Australia, increasing risk for fatalities, the NSW Government has released a new campaign aimed at urging motorists to slow down and think about the dangers of going ‘just a bit’ over the speed limit.

The campaign, which was created in collaboration with creative agency BMF and full-service media agency UM, challenges various casual perceptions of low-level speeding to reset the attitudes and culture on NSW roads. 

Its three main objectives are to educate drivers and riders on the significant role speeding plays in fatalities and serious injuries on NSW roads, reset drivers’ attitudes to how they view their normalized ‘everyday speeding’ behavior, and highlight the unique risks of speed and its contribution to crash likelihood and severity. 

Titled ‘Casual Speeding. Every K Counts’, the spots are a confronting reminder that there’s nothing casual about any form of speeding and to reinforce the serious consequences these attitudes can bring.

Tara McCarthy, Transport’s deputy secretary for safety, environment, and regulation for NSW, said, “Every kilometer counts when it comes to speeding on our roads, a little bit over double your chance of crashing, and this campaign demonstrates how speeding can change your life and others’ lives forever.”

Meanwhile, Christina Aventi, BMF’s chief strategy officer, noted that by labeling a new type of speeding, the ad encourages motorists to take a moment to self-assess, recognize risk, and correct their low-level speeding. 

“We hope that the term ‘Casual Speeding’ provides a way for road users to talk about this dangerous behavior,” said Aventi.

Andy Clift, UM’s senior client director, said, “Our media strategy will shift the cultural perception of ‘speeding’ by defining and showcasing the impact of what a few kilometers over the speed limit can have.

The campaign was launched last 14 November 2021.It will be supported by OOH, and include a radio partnership and social media, to tap into diverse state-wide communities at the grassroots. 

The campaign will also be supported by a wide-ranging media strategy developed by UM to spark discussion.