Covid NSW: Graphic new ad targets Sydney amid lockdown

A “difficult” ad showing a woman in hospital with Covid-19 struggling to breathe was deliberately prepared in case of a major outbreak.

A “difficult” and “challenging” ad showing a young woman in hospital with Covid-19 struggling to breathe was deliberately prepared in case of a major outbreak, regardless of where Australia’s vaccine rollout was up to.

Health Minister Greg Hunt has dismissed criticism that the graphic federal government ad shows a seriously ill person in an age group not currently eligible for the preferred Pfizer vaccine.

He said the ad — which was released on Sunday and is only being aired in Sydney where an outbreak of the Delta variant of the virus is spreading rapidly through the community — was “prepared in anticipation of a major outbreak”.

“The message is very clear and that is please stay at home,” he said.

“Do not think that you are immune.”

A confronting ad about the effects of Covid-19 is being aired in Sydney during the Delta strain outbreak.

Mr Hunt said there were also “significant numbers of people” under 40 eligible for the Pfizer vaccine, including those in priority frontline workforces, Indigenous Australians or people with underlying health conditions.

“(The ad) is conscious and it’s deliberate,” he said.

“It’s challenging and it’s confronting but we know that young people can play a huge role in helping to prevent the spread of COVID simply by staying home.”

Mr Hunt also defended the government’s national “Arm Yourself” campaign gently encouraging all eligible Australians to get vaccinated at a time when there was still a shortage of jabs.

“The Arm Yourself campaign was always planned for exactly this moment,” he said.

“We have increasing numbers of Pfizer coming into the country. We have good uptake of the AstraZeneca and we’re encouraging people to come forward.”

Mr Hunt said it was a message to people “both for now and in the future”.

“It sends the message that all of us can play our part in protecting ourselves and each other,” he said.

“Anyone of us can save a life. Any one of us can inadvertently risk a life.”

WHY ‘GRAPHIC’ NEW COVID AD IS TARGETING SYDNEY

A young woman hooked up to oxygen in hospital struggling to breathe due to Covid-19 is the focus of a “confronting” new advert targeting Sydneysiders.

The ad, described by Australia’s chief medical officer Professor Paul Kelly as “graphic,” shows the dire consequences of getting Covid-19 and urges people to stay home, get tested and book a vaccination.

A confronting ad about the effects of Covid-19 is being aired in Sydney during the Delta strain outbreak.

The woman in the ad appears to be younger than 40 however, meaning unless she had an underlying health condition or was in a priority workforce she would not yet have access to the Pfizer vaccine preferred for her age group.

Prof Kelly said the ad was only being targeted in Sydney because of the rapidly spreading Delta variant in the community.

“It is meant to really push that message … this is not a time for complacency,” he said.

A federal government spokesman said the ad encourages people in NSW to book a vaccine, “but also to highlight the need to stay home and get tested”.

“There are currently 52 Covid-19 cases admitted to hospital, with 15 people in intensive care, five of whom require ventilation,” he said.

The arm yourself ad campaign will run across Australia.

Australians are urged to check online if they are eligible for a Covid-19 vaccine.

Meanwhile Australians are being asked to “arm yourself” against Covid-19 by getting vaccinated in the first of a new series of ads to encourage people to take up the jab.

The national campaign — separate to the graphic ads targeting Sydney — seeks to gently encourage people to get a vaccine, rather than scare or inspire them.

Labor leader Anthony Albanese said the ads don’t reflect the “expertise” Australia has used for public health messaging in the past.

Lieutenant General John Frewen says the vaccine ad campaigns will be adapted throughout the rollout. Picture: NCA NewsWire / Martin Ollman

“Australia has always done so well (at health advertising),” he said.

“We were the best in the world in the campaign against AIDS, we’ve done drink-driving very well, but after 18 months if this is the best they can do, they need to go back to the drawing board.”

Covid-19 task-force leader Lieutenant General John Frewen, who oversees the communication campaign, said the “arm yourself” ads were designed to bring some “community spirit” to the rollout.

“The arm yourself campaign really seeks to rally Australians to both arm themselves and their friends, loved ones, and communities against Covid-19 through vaccination,” he said.

Lt Gen Frewen said he would continue to “adapt” the campaign as the rollout progressed.