Lacking motivation, punch: Industry responds to the last Covid-19 campaign Marketing academics and industry strategists and creatives share their concerns and lessons from the 'Arm yourself' advertising campaign It might be a catchy line, but the Federal Government’s latest Covid-19 vaccination advertising line campaign, ‘Arm yourself’, lacks punch and the right mechanisms to motivate Australians to change behaviour and get the jab. That was the resounding view from a host of marketing and media industry’s academics, creatives and strategists speaking to CMO this week about the fresh advertising campaign and whether it can get Australia’s vaccination rates up.