Sydney, Australia – In a bid to promote vaccine equity for all, dentsu’s media agency arm Carat and the United Nations Children’s Fund (UNICEF) in Australia have launched the second phase of their ‘Give The World a Shot’ campaign, which targets to drive donations from Australians to ensure vaccine equity for all. In addition, the agency also called on the business community to get behind this initiative.
For AU$5, the amount will be able to deliver two COVID-19 vaccine doses – enough to fully vaccinate one person. A donation of AU$500 can help to deliver enough vaccines to protect 100 people from the virus.
Dentsu had announced last month that they had joined the COVID Vaccination of UNICEF Australia to support positive vaccine advocacy and encourage donations for the global COVAX initiative, which has to date seen 398.9 million doses delivered to 144 countries. The expectation is to deliver 1.4 billion doses by the end of 2021, with a target of 2 billion in early 2022.
Sue Squillace, CEO at dentsu Media ANZ, stated that working with UNICEF Australia has been such a rewarding experience for all of them and that they look forward to seeing the campaign come to fruition, adding that they have seen Aussies rise to the COVID-19 challenge and believe they will rally again behind this worthy cause to help UNICEF deliver vaccinations across the world.
“Leveraging our understanding of the Australian context and how people are feeling right now, we have created a tailored ‘Give The World A Shot’ campaign unique to this market with a sense of positivity and optimism. We could not be happier with the message we are putting out there,” Squillance said.
Carat hopes that the campaign encourages all Australians to pay it forward and donate to UNICEF’s ‘Give the World a Shot’ initiative. To aid the campaign, the media agency has triggered its ‘Compassionate Explorer’ audience, identified through dentsu’s proprietary planner tool CCS.
Furthermore, the agency has also triggered its media channels by state in line with Freedom Day, particularly across NSW and Victoria. The dynamic digital large format sites are placed in high quality locations and display contextual messaging, comparing the local suburb vaccination rate with that of low-income countries. In addition, digital homepage takeovers across state mastheads align with print ads to drive cut-through and impact in topical environments and will be staggered based on the level of restrictions in each respective state.
For UNICEF Australia CEO Tony Stuart, the organization is working on the largest procurement and supply operation ever to ensure that countries around the globe have equitable access to 3 billion doses of the COVID-19 vaccine. And yet, no organization can do it alone, and everyone has a part to play so nobody misses out, which is why the campaign is vital to drive donations.
“As Australians reach high vaccination rates and we begin to open up to the rest of the world, now is the time for each of us, as individuals, to know the small, but crucial, part we can play in vaccine equity. Thanks to Carat’s help to grow greater awareness of UNICEF’s Give the World a Shot campaign, we can do this,” Stuart stated.
Meanwhile, Amanda Florence, client manager at Carat, commented, “Working with UNICEF to bring to life an incredibly worthy cause has been a humbling experience for our team. We are very lucky to be in a position where we are able to help those less fortunate than ourselves and believe that no matter how big or how small, everyone can help.”
