UM has developed a broad reaching media strategy for the launch of the NSW government’s “Let’s Do This” advertising campaign.
The campaign targets everyone 16 years and older, encouraging them to get a COVID-19 booster shot.
UM’s remit included media strategy, multicultural planning, media planning and buying and content partnerships (Koori, Nanhai, Seven, Snapchat, TikTok and more).
The multi-channel, fully-integrated advertising campaign has launched across print, television, radio, outdoor, digital and social media.
Andrew Clift, Senior Account Director, UM said a 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.
Clift: “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."
The new iteration expands on the 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.
It includes ads in 19 languages, (Arabic, Assyrian, Bengali, Cantonese, Dari, Dinka, Farsi, Greek, Hindi, Italian, Khmer, Korean, Kurdish, Mandarin, Nepali, Punjabi, Spanish, Thai and Vietnamese) plus advertising for the Aboriginal community - appearing in the Koori Mail, on radio, social media, digital display and video.
Isobel Scouler, Director of Brand and Campaigns, Department of Customer Services: “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 our 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.”
The multi-channel advertising campaign launched from February 6 across print, television, radio, outdoor, digital and social media and will run through April.
Credits
UM – Media Agency
Identity – Multicultural Agency
Ogilvy – Creative Agency
Hello Social – Social Agency
33 Creative – Aboriginal Communications Agency
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