Prime Minister Scott Morrison reveals the latest stage of the coronavirus ad campaign
Prime Minister Scott Morrison has revealed the next phase of the Australian Government’s $30m coronavirus education campaign.
The latest ads take a harder line on the topics of social distancing, self isolation, gathering sizes and visits to aged-care facilities, than the earlier rendition of the campaign which focused on the importance of maintaining good hygiene and steps to take after travelling overseas.
The creative execution of the ads has also changed, replacing the pastel-toned animation of previous assets for a plainer, black, green and white execution.
Its a really good initiative and congrats on the creative. Some constructive feedback is that there are very few people in the city looking at the billboards – as per your picture. Should our money be spent on digital advertising, would this be a more effective channel right now?
can’t help thinking these ads need to be way more aggressive.
This sort of sober, fact-based communication is just what we need to see from our government right now.
The original creative was beige beyond belief, and took much too long to make it to market. I bet the agency made a bucket.
The newer ones are better, and the use of simple dataviz is smart, given that’s become the universal language of the crisis.
Agreed that the spend should be where people are right now, which is…not outdoors!
Is there anyone left at bus shelters to see these ads?
I’d normally agree re: OOH vs digital however, there’s a surprisingly large amount of people still out and about in the cities.
OOH in this case is actually perfectly targeting people who need to see this message, much more so than the already informed self-isolating population.
I work with people today (in an office) who are ignorant to the seriousness of this pandemic and still do not take distancing seriously despite all the education and sanitiser around the place. The people who need to see this are the ones who are not yet concerned or think they’ll be ok, so they will still take no notice anyway until people they know die. The people with a positive result today probably contracted the virus two weeks ago so we are responding to stats from two weeks ago. We will eventually have to totally shut down anyway like other countries. Morrison is just going to do it slowly which is just going to be harder on business in the end and will result in many more deaths.