Is there a vaccination campaign more motivating than this one? It is relatable. It is human. It is honest. And it is positive. There is no preaching. It goes straight to the heart.
The campaign, One More Push, is by TBWA\Hunt Lascaris for emerging market mobile operator, MTN Group, and it has just launched in sixteen countries across Africa and the Middle East. In partnership with the African Union, a continental body that leads Africa’s development and integration and the Africa Centres for Disease Control (Africa CDC), it acknowledges the tough times that people have been going through. And with the help of a cover of Fleetwood Mac’s Don’t Stop, arranged by Daniel Eppel and produced by Marc Algranti, it inspires people to keep going and get vaccinated with the idea that they are nearly free.
The campaign’s rational information is housed in an “everything you need to know” digital hub, onemorepushafrica.com, which also enables people to add to the conversation in positive ways by creating their own personalised message that they can share on their social feeds with the hashtag #onemorepush.
TBWA\Hunt Lascaris Johannesburg chief creative officer Peter Khoury, stated, “It’s been such a trying time for everyone, but One More Push is going to get us on top of this by preventing further spread while also debunking vaccination myths and encouraging vaccine adoption.
“We use the power of storytelling, not just to build brands and sell products, but also to bring into awareness narratives that can impact society in positive ways. That can create real change, and in the case of Covid, stop the spread while we wait for vaccine availability across the continent.”
TBWA\Hunt Lascaris Johannesburg chief executive officer, Luca Gallarelli, added, “Our August 2020 campaign, Wear It For Me, was a landmark effort to promote mask wearing for TBWA\ South Africa and MTN. One More Push is the next chapter in this story. As the vaccine rollout gathers pace, we all have a responsibility to be as vigilant as ever. Every life lost while we have the means to save them is the biggest tragedy of all. I am so immensely proud of the hundreds of people who made this work possible and of course, our wonderful client in delivering such an important message of encouragement and hope to all Africans.”
The awareness campaign is an extension of the African Union’s Adapted Africa Joint Continental Strategy for COVID-19 Pandemic, endorsed by Africa’s Health Ministers and aligned to the Prevent, Monitor and Treat approach. It is also an extension of the partnership between the Africa CDC and MTN, which includes the rollout of Covid-19 vaccines to health workers across the continent through the Group’s US $25 million donation.
“With third and fourth waves of COVID-19 sweeping across parts of Africa, we cannot overstate the importance of everyone doing their best right now to keep the virus at bay,” stated Africa CDC director, Dr John Nkengasong. “This campaign aims to encourage people to keep practising the preventative measures we know can limit the spread of COVID-19.”