Covid: First Things First vaccination campaign focuses on freedom

The federal government has stepped away from its grim Covid vaccination TV ads to focus on happy things Aussies can do once they’re vaccinated. See the videos.

A return to family reunions, road trips with mates, weddings, pub nights and restaurant meals are among the freedoms being touted in the federal government’s new drive to encourage vaccinations.

The joyful First Things First campaign is in stark contrast to the government’s previous grisly TV ad showing a woman gasping for breath in hospital, which was widely compared to the infamous 1980s Grim Reaper HIV-AIDs commercials.

Instead Australians are being asked what they will do first to celebrate the lifting of restrictions as they become fully vaccinated.

The new vaccination campaign shows us returning to the pub.

And also being able to reconnect with family.

With all Australians aged over 12 able to book their vaccines from Monday, the campaign aims to entice young people with the lure of freedoms we previously took for granted.

These include some long-overdue haircuts and nights out dancing.

“What will you do first?” one of the ads asks.

“Before we can do the thing we want to do there’s something we all need to do first.”

Another ad is aimed at those Australians who aren’t in lockdowns and aims to get them jabbed to avoid restrictions in the future.

“The things we love are worth holding tight,” the ad says.

It lists sport events, travel, dancing and “first dates”.

“To keep doing the things we love there’s something we all need to do first,” it says, urging vaccinations.

Weddings will be back on the agenda.

As well as road trips with friends.

As well as meeting new family members.

The ads are part of a $50 million push through next year to increase the vaccination momentum. It comes amid boosted vaccine supply, with a further million Moderna doses announced to join increased allocations of Pfizer and a plentiful stockpile of AstraZeneca.

About 80 per cent of Australians say they are vaccinated or intend to be vaccinated, according to government research.

Upcoming campaigns will target Indigenous communities, with anti-vax misinformation being partially blamed for outbreaks in regional NSW.

They will be translated into up to 63 Aboriginal and Torres Strait Islander languages and some will be broadcast on local radio.

The Morrison government was previously slammed for its airing of a graphic and disturbing TV campaign urging people to stay home and to get vaccinated.

“It is quite graphic and it’s meant to be graphic,” federal Chief Medical Officer Professor Paul Kelly said
at the time.

As vaccination rates climb, the federal Government and NSW government have in recent weeks pivoted to positive messaging laying out the benefits of immunisation.

Got a news tip? Email [e-mail]

Originally published as Covid: First Things First vaccination campaign focuses on freedom