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News 30 Aug 2021 - 2 min read

'Let's do this': NSW dials back the drama in latest Covid vaccine campaign from Ogilvy and UM

By Josh McDonnell - Senior Writer

NSW Government has changed the narrative in a new vaccine drive. Ogilvy, UM and Hello Social are behind the latest campaign, which sees the government focus on a return to 'normal'. 

What you need to know:

  • The NSW Government has released its latest Covid jab campaign, focusing on re-opening through higher rates of vaccination. 
  • The Federal Government previously came under fire for its ads, which were deemed laboured and ineffective.
  • Ogilvy, UM and Hello Social are the three lead agencies behind the "Let's Do This" campaign.

The NSW Government has launched the next phase of its statewide Covid-19 campaign encouraging citizens to get the jab.

The 'Let's Do This' campaign shifts emphasis away from Fed Government's fear of getting sick to hope of a return to some sort of normal.

Ogilvy, also part of the Federal Government's new agency village model, is behind the creative. UM handles NSW's media and Hello Social is overseeing social and digital. 

The campaign will include metropolitan and regional television and newspapers, as well as radio, digital, social media and out of home advertising across NSW with material translated into 19 languages and adapted for Aboriginal media channels. 

“NSW has done it tough over the last 18 months but we can’t lose sight of what we’re all aiming for, which is to open the state back up again. This ad hopes to capture what we’re working towards and the importance vaccinations play in that recovery," said Minister for Digital and Customer Service Victor Dominello.

NSW recently passed six and a half million vaccinations, with NSW Premier Gladys Berejiklian looking to ease lockdown restrictions once 70 per cent of the state's population is fully vaccinated.

Further campaigns will be rolled out in the coming months and will directly relate to how businesses resume operations under new restrictions and workplace guidelines.

The NSW Government launched an open tender in its search for a new creative agency to lead the next 'back to normal' campaign, which is expected to roll out in October, coinciding with the current re-opening timetable. 

Separately, NSW has also started the tender process for its master media account, though Dominello's department is under scrutiny for precluding Australian-owned agencies from winning the account.

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