Government needs to think like a retailer in vaccine campaigning, says Russel Howcroft

Last night, on the ABC’s Q+A, 3AW Breakfast host and ad-man, Russel Howcroft put forward his pitch for a vaccine campaign creative, during a conversation over the federal messaging seen so far.

“In Australia, we haven’t had the fear that they’ve had in other parts of the world”, said Howcroft, also pointing out that the funding put aside for messaging as not cutting it.

Howcroft believes that playing on ‘freedom’ and ‘free’ won’t work for Australians, and should instead play on the interruption COVID-19 is currently having on Australian lives.

If Russel Howcroft was given $10m dollars and only the other panellists to use in a vaccination ad, what would the result look like? #QandA pic.twitter.com/5fPWGEk11L