Designed to encourage Australians to get a Covid-19 vaccine, the government’s $23.9 million public information campaign aims to inform when, how and where to get the jab once it becomes available.
The launch of the campaign this week follows Australia’s first Covid-19 vaccine approval by the TGA for the Pfizer vaccine.
The new campaign will be in three phases:
- Reaffirm that Covid-19 vaccines have been put through Australia’s world-leading independent approvals process, ensuring both the safety and efficacy of Australia’s vaccine candidates.
- Provide information on how the vaccine will be rolled out, particularly to priority groups, and dosage requirements.
- Inform people about how and where to get vaccinated, dosage requirements, and support vaccine uptake.
The campaign will run across a variety of mediums, including television, radio, press, digital, social, mobile, search and out of home.
To ensure the campaign reaches all Australians, special committees representing Aboriginal and Torres Strait Islander peoples, people with a disability and the multicultural community are informing the communication approach, ensuring communications are appropriate and disseminated through the best communication channels to these communities.
“Australia is a vaccination nation – we have one of the highest vaccination rates in the world. Australians understand that vaccines work. They save lives. They improve lives. They protect lives,” Health minister Greg Hunt says.
“I am confident, given Australia’s high vaccination coverage rates that Australians will take up a safe and effective Covid-19 vaccine in equally high numbers.
“This campaign will help every Australian to understand how the vaccine works and how it will keep them and their family safe,” he says.
