What you need to know:

• A group of ad and media execs has launched @TheFactsination, an initiative to share facts about the AstraZeneca vaccine's danger – or lack thereof.
• The initiative is centred on an Instagram account that shows a way each letter of the alphabet can represent a more likely way to die than the vaccine.
• X is for Christmas, which kills 42,325 people per year. J is for Jogging, which kills 1 in 23,000 people.

It's almost bizarre that a vaccine requires a rebrand. But a group of ad and media execs and agencies are attempting precisely that with a campaign to promote the AstraZeneca jab, “fight fear with facts”, and encourage all Australians who can to get vaccinated.

The @TheFactsination initiative centres around an Instagram account that shows the A to Z of ways people are more likely to die than from the AstraZeneca vaccine.

For example, the C in the alphabet stands for Constipation, which kills more than 2,100 people in America each year – more than the 1 in 1,000,000 attributed to the vaccine. Under the letter V, the chance of being killed by a volcano is 1 in 80,000, while the chance of dying while sleeping (under the letter Z) is, disconcertingly, 1 in 32.

Supporters of @TheFactsination initiative include Hardhat’s Dan Monheit, WPP’s Rose Herceg, Tribe’s Jules Lund, Mutiny’s Henry Innis, Brangwin & Moore Consulting’s Kieran Moore, Akcelo’s Aden Hepburn and The Savage Company’s Chris Savage.

"The risk of a fatal side effect from the AstraZeneca vaccine according to health experts is one in a million,” Monheit said.

“The risk of fatality resulting from typical daily activities such as taking a bath, having sex, or walking down the street, are far greater.”

Hepburn said the group was asking all agency and industry people to share the account and get the word out. In the meantime, they would be driving a publicity campaign targeting key journalists, radio and TV hosts, and influencers.