The Australian government is about to launch a vaccine confidence campaign. May I humbly suggest that they produce something simple, emotive and convincing like this.
The American vaccine confidence campaign, Because of This, was created by Mischief @ No Fixed Address in collaboration with Dini von Mueffling Communications (DVMC). It was produced for an alliance of the American Nurses Association, National Black Nurses Association, American Pharmacists Association, The American College of Emergency Physicians, American College of Preventive Medicine, Pfizer and BioNTech.
Greg Hahn, co-founder and chief creative officer at Mischief @ No Fixed Address, stated, “There will be massive amounts of data and science circulating in the media supporting why we should all take a COVID-19 vaccine. In conjunction with all that, we wanted to connect on an emotional level. To remind us of all the small moments we are losing to the virus and how special they would all feel to have back.”
“One of the greatest tasks facing Americans right now is understanding that widespread vaccination is an essential part of returning to the way our lives used to be,” noted Dini von Mueffling, founder and chief executive officer of DVMC. “At a moment when tens of millions are infected in our country – with the worst likely yet to come after the holiday season – we are asking people to remember the sweet, everyday moments that are worth getting vaccinated for.”
The ads feature real people who provided personal footage to be used for this campaign to encourage Americans to seek vaccination.
The campaign made its debut on Tuesday, January 12 across the collective’s social channels, including Facebook, Instagram, Twitter and YouTube and will run on TV nationally in the coming days, supported by a national OOH media donation from Quan Media Group amounting to around US$1.4M.
Each of the spots directs viewers to SciencePossible.com which links to trusted, third-party sites offering more detailed information about COVID-19 like the CDC and World Health Organisation.