Virus panic prompts fast-tracking of public ad blitz
A public health advertising blitz reminding people to practice good hygiene, seek medical care and isolate themselves if they become sick will be fast tracked to combat coronavirus panic.
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A public health advertising blitz reminding people to practice good hygiene, seek medical care and isolate themselves if they become sick will be fast tracked to combat coronavirus panic.
The Daily Telegraph can reveal the federal government is working to expedite the development of an advertising public information campaign so it is ready to roll out later this month.
The campaign follows the government’s early success targeting Chinese Australians through popular social media platforms including WeChat and Facebook.
The broader media blitz, which will include advertising in doctors clinics, newspapers, TV, radio, social media and digital platforms, is expected to feature messaging on self-isolation, hygiene and limiting social contact when unwell.
Other tools being considered include regular video messages from the Chief Medical Officer Professor Brendan Murphy, information kits for various industries such as aged care, and other brochures that can be tailored to address specific audiences or issues.
As the coronavirus continues to spread in Australia, the Morrison government has sought to assure the public through updates online but the new campaign will escalate its approach to combat the increasing risk of mass outbreak.
Information sheets and posters have already been provided to airports and key workplaces including hospitals and GP surgeries.
Since January 29, the government has been promoting sponsored content in Mandarin with warnings about the coronavirus and advice about self-isolation and hygiene due to the initial higher risk of transmission within the Chinese Australian community.
Print ads and translated editorial from the government were also been provided to Chinese language newspapers in Australia.
An information hotline was established in February as an extra assistance measure for all Australians.
Prime Minister Scott Morrison said the campaign would be a “comprehensive communications program”.
“The whole purpose is to ensure that Australians can go on about their daily lives,” he said.
“It’s being developed as we speak.”
Mr Morrison said while the campaign was an “important priority” the work of commonwealth and medical officers was equally as valuable.
“State health officers … have been, I think, very upfront … and hopefully helping Australians as they seek to understand what the ramifications are for them,” he said.
“The truth is right now, the ramifications for individual Australians, except if you’ve been in an area where there’s been outbreaks of the virus or if you happen to be more elderly or have other frailties, then for the rest of Australians, right now there really isn’t any great impact on your daily life, other than, for you personally, and your own health.”