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.