Aussies are being asked to signal their support by signing a pledge or posting a mask selfie using the campaign hashtag.
Australia’s major humanitarian organisations, including UNICEF, Oxfam, World Vision and Save the Children, have launched End COVID for All, a multi-channel campaign that highlights the impact of the pandemic on the world’s most vulnerable nations, encouraging Aussies to stand in solidarity with our global neighbours.
Some of our biggest names from entertainment, media, health and civil society along with business and church leaders, sports stars and former politicians, are asking their fellow Aussies to signal support by signing a pledge or posting a mask selfie using the campaign hashtag #EndCovidForAll.
An AR filter will also be available on partner organisations Facebook and Instagram channels.
The campaign launched following concerns about the impact the pandemic will have in the developing world.
“While we are facing the 'second wave' in Australia, experts warn that as the virus begins to spread through lower-income countries, infection rates and death tolls could soar, pushing millions into poverty,” MICAH Australia campaign director Matt Darvas says.
Close neighbours like Indonesia and India struggle to contain the virus, with the outbreak in India now the fastest growing in the world, with around 60,000 cases being reported each day.
Many of our close neighbours such as Papua New Guinea have no running water for thousands of school children to wash their hands.
In Timor-Leste, there are only five ICU beds for the whole population and 70% of health posts lack access to running water.
Meanwhile, in the world’s largest refugee settlement, in Cox’s Bazar, Bangladesh, 40,000 refugees live in each square kilometre, meaning social distancing is near impossible.
Tim Watkin, head of government relations for the Australian Council for International Development (ACFID) says the developing world will be worst affected.
"The World Bank estimates that COVID-19 will push 71 million people into extreme poverty - Australia’s national interests are at stake due to the poverty and instability COVID-19 is unleashing in our world and on our doorstep in the Pacific,” Watkin says.
Already over 150 organisations and over thirteen thousand Australians have ‘signed the pledge’ to support our neighbouring vulnerable nations who are battling COVID-19 with weaker health systems.
The campaign, which also ran a TVC on Channel 9 and a print ad in the Australian Financial Review, was initiated by MICAH Australia with support from Purpose, Beech & Co. and Hill+Knowlton Strategies Australia.
“We need a public campaign that speaks to the gravity and urgency of what we are seeing in the world’s most vulnerable communities under COVID-19, while still acknowledging the challenges we face in Australia," Darvas says.
"This collective of strategic agencies has crafted a message that centres on the common hope for humanity.
"This year we have seen so many examples of Australians taking care of their neighbours. We want to demonstrate that that same empathy and care is there for our global neighbours, especially those most vulnerable, and that Australians from all walks of life support our Government being both a compassionate and active global citizen.”
Australians are being asked to join the call and sign the pledge at www.endcovidforall.com
To use the virtual reality ‘End COVID For All’ face mask go to the @EndCOVIDForAll Facebook or Instagram.
Credits
Client: MICAH Australia
Creative & Campaign agency: Purpose
Design agency: Beech & Co.
PR agency: Hill+Knowlton Strategies Australia
Media agency: Media Precinct
