COVID-19 campaigns need to be shaped by evidence, it’s the only way we’ll save lives
Despite extensive training, doctors often don’t wash their hands. So how can creatives design campaigns that convince Australians to maintain such behaviour, Erik Denison asks. Government campaigns need to save people’s lives and jobs, and that will require more than agency brainstorms, on-brand fonts, catchy phrases, and shareable content.
Australia’s creatives will play a central role in efforts to avoid a resurgence of the COVID-19 virus, but they will need to get it right. For campaigns to be effective, agencies and clients need to use science and evidence, rather than hunches and brainstorms, to shape their briefs and strategies.
In the first phase of the pandemic, fear of the unknown – rather than the government ads, which received poor reviews – was likely the main driver of the rapid changes we saw to behaviours, including the public’s willingness to stay home and comply with the many new rules.
“Despite extensive training, doctors often don’t wash their hands”
Says who? Is there evidence to back this up or are all doctors simply to be tarred and feathered?
This is the sort of claptrap “creatives” should NOT be spruiking otherwise they are simply a scare monger clone.
Who remembers ‘The boy who cried wolf’?
LNP Government = the boy.
Regardless of the marcoms, we have watched their BS and do not believe the cretins in cabinet.