July 21, 2021
People walk in front of the Sydney Harbour Bridge as the state of New South Wales continues to report low numbers for new daily cases of the coronavirus disease (Covid-19) in Sydney, Australia, on Aug 19, 2020.
Reuters
Each time Covid-19 has flared up, Australia ’s major cities have used strict lockdowns to battle cases back down to zero. As the pandemic wreaked havoc elsewhere, the country’s “zero Covid” approach prevented deaths and major disruption to everyday life for much of the past 18 months.
The Delta variant is now challenging the effectiveness of that approach like never before, as outbreaks linked to the mutant strain in three state capitals have some experts deliberating whether elimination is no longer possible – even as more than half of the country’s 25 million people were under lockdown on Tuesday in a bid to curb its spread.
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Given the increasing vaccine hesitancy, it’s crucial public awareness campaigns address community concerns. But Kirsten McCaffery, director of the Sydney Health Literacy Lab at the University of Sydney’s School of Public Health, told the ABC, it is “very unclear to date what the $24m spent on the vaccination communication campaign by the government has produced”.
There is one government Covid-19 vaccine ad. Heavy on information, low on creativity, the ad is less than inspiring, especially when compared with the efforts of other countries.
Perhaps Australia could draw some inspiration from these countries that have enlisted some of their most valuable resources, from free beer to celebrities, in their mission to counter vaccine hesitancy.
New Zealand and Singapore have catchy new COVID vaccine ads. Should Australia do the same? By Max Walden You know what this is? It s the metaphorical door to freedom, says a smiling healthcare worker in New Zealand s public health campaign promoting take-up of the COVID-19 vaccine.
Punchy, funny and barely a minute long, the governments of New Zealand and Singapore this week rolled out new video ad campaigns encouraging citizens to get the jab.
The Singapore ad features Phua Chu Kang, the main character of a popular 1990s sitcom, and includes a number of his catchphrases.
People online responded largely positively to the campaign, despite many describing it as cringey .