Australian COVID-19 advertising criticized as ‘insensitive’ and ‘graphic’

Images of a desperately breathless young woman have been deemed too gruesome by some viewers in a new public service announcement on the COVID-19 vaccination.

The 30-second Australian government commercial urges its citizens to research a vaccine by depicting a breathless and scared coronavirus patient strapped to a ventilator.

An encrypted message appears as the scene turns black: “COVID-19 can affect anyone… Book your vaccination. “

While officials maintained that the “distressing” PSA was indeed designed to alarm, critics took to social media to call out for the clip to unfairly suggest that young people need the message.

“Completely offensive to run an ad like this while Australians in this age group are still waiting for their bloody vaccines” said Australian broadcaster Hugh Riminton.

“Why are we targeting young people? Should we not be targeting the growing rate of vaccine hesitancy among those over 55? ” asked another spectator.

About 2.25 million Australians, or about 9% of the population, have been fully immunized, according to statistics compiled by Our World in Data. However, these figures only include people over the age of 40, as young people have been ordered to withhold immunization until the end of the year – ideally, when more doses of the Pfizer vaccine might be needed. available.

Currently, health officials recommend that locally made AstraZeneca vaccines be given only to people aged 40 and older, fearing that their injection could cause blood clots in younger generations, although some hope to hold out for the better. Pfizer, which availability is limited.

The announcement is currently running in the Sydney area where the Delta coronavirus variant has sent the city into its third week of lockdown. More than 700 new cases of the disease have been confirmed since June, Reuters reported.

Australia’s Chief Medical Officer Paul Kelly acknowledged that the PSA was “meant to be graphic” and “get the message out at home” about social distancing and vaccination as soon as possible.

“Now is not the time for complacency. Now is not the time for frustration. Now is the time to recognize it and take on this responsibility and – for yourself, your family and the community, ”Kelly said in a statement on Sunday.

“We are only doing this because of the situation in Sydney,” he added.