How to avoid the dire economic and social consequences of Australians not rolling up their sleeves and take the jab to protect against COVID-19?
The solution is a marketing challenge.
One third of Australians say they are unlikely to be vaccinated against COVID-19, according to a survey by The Sydney Morning Herald and The Age.
Rose Herceg, WPP AUNZ's chief strategy officer, says there are five critical actions needed to convince the Australian public to take the vaccine.
And it's all about language:
- Creating visual language by utilising clever iconography
- Applying some effective vernacular
- Humanising the language
- Comparing risks that are both colloquial and easily understood
- Taking all the scary medical jargon out
“Visual language has an unrivalled ability to influence behaviour. It’s the easiest and most direct way for brands and organisations to win over the hearts and minds of their audiences. This kind of simple communication creates authenticity, honesty and will build trust, which is key to motivating the reluctant,” says Herceg.
“The concepts of health and wellbeing are also deeply human issues. We can all relate to the desire to get better when sick, and stay healthy when well. The use of visual language currently in the health and pharmaceutical category is barely scratching the surface.”
“Keeping it simple and taking the jargon out is also key to convincing people to take the jab. We know 87% of Australians say they favour brands or companies that keep it simple, describing products and services in a way that is easy to understand. And it is no different with the vaccine.”
“COVID is the biggest issue facing humanity. So it’s time to humanise the language and have a real conversation that cuts through, gets people thinking and inspires action. While also comparing the risks of having the vaccine to something that is familiar and relatable, like the risks of getting hit by a bus when crossing the road.”
“Using vernacular language is also crucial in a country with 217 nationalities and one in three Australians regularly speaking a language other than English at home. When you look at Victoria, that number jumps to one in two.”
“It is vital communications are delivered in languages other than English and Australia’s multilingual communities do not miss out on vital information about the vaccine rollout," says Herceg.
Rose Herceg will present the findings of her latest study, The Secrets & Lies of Language: The New Rules of the Game, at a panel event hosted by David Speers on Tuesday, June 1, 10am-11am at the ARA Darling Quarter Theatre in Sydney.
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