Vaccine advertising slammed as ‘too slow'

Secret documents have exposed major holes in the vaccination ad campaign, with complacency blamed for a “shockingly slow” jab rollout.

Secret documents exposing the sedate rollout of federal vaccination advertisements have increased pressure on the Morrison government to bolster information campaigns.

The Saturday Herald Sun has obtained spreadsheets showing media buy and booking plans from earlier this month, showing major holes in radio, print and television slots.

Top-rating stations were averaging just two ads a day for most of the month, while some outlets that reach hundreds of thousands of people were ­ignored altogether.

In April there was a scarcity of campaigns across most media.

Advertising gurus say there has been a noticeable absence of outdoor media and that “cald” – culturally and linguistically diverse – spots were few and far between.

Federal Health Minister Greg Hunt has defended the government’s approach, saying $31 million had been budgeted for 2020-22 as well as an extra $9 million for information about the phased rollout of vaccinations, and that it was a co-ordinated approach.

But opposition health spokesman Mark Butler said the lack of urgency around booking ads showed “Scott Morrison has become dangerously complacent”.

Minister for Health Greg Hunt defended the government’s approach to the vaccine information campaign. Picture: Gary Ramage

He said the rollout of the vaccine – which has seen just 2 per cent of the population fully vaccinated and about 20 per cent given one dose – was “shockingly slow”. “Around the world we have seen successful vaccine rollout campaigns,” he said.

“The US is using Dolly Parton, the UK is using Elton John. New Zealand has its ‘pathway to freedom’ campaign. Australia has a proud history of strong public health campaigns, but when it has come to the vaccine rollout for Covid-19, the government is dangerously flat-footed.”

A spokesman for Mr Hunt said a public information campaign in Australia was launched on 27 January and “continues to be rolled out across the country”.

“New advertisements started in early May to align with the expansion of the program, informing people aged 50 years and over that they can receive the vaccine. This also aligned with the doubling of the supplies to GPs. The advertising buy for this phase of the campaign is continuing to ramp up to support the expanded GP supply and states opening more clinics.”

Mr Hunt on Friday urged people to get vaccinated, and applauded the nearly 4 million Australians who have already got their first dose.

[e-mail]