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A big marketing guru says Australia’s new campaign won’t convince anyone to get the shot, but a scary video for Sydney’s lockdown will be very effective.
Siimon Reynolds, who was behind the ‘Grim Reaper’ AIDS campaign in the 1980s, said the $ 21 million ‘super low’ series of advertisements to encourage people to get the Covid-vaccine 19 was a waste of money.
The video, which aired across the country on Sunday, called on Australians to ‘arm themselves’ with the vaccine – and features a range of people of different ages pulling up their sleeves to show they have received the vaccine.
Mr Reynolds was unimpressed by the “weak” message and called the effort a “colossal waste of money and a terrible missed opportunity”.
Siimon Reynolds (pictured with TV host Kathryn Eisman in 2017) created the famous 1987 commercial warning Australians of the serious dangers of HIV and AIDS.
“You can’t just have someone’s arm with a bandage to change the perspective of millions of people,” he told ABC News.
“’Arm yourself against the vaccine’ is super weak and it says nothing more than to get the vaccine. vaccine.’
But he was optimistic about a second ad that began airing on television and online in Sydney on Sunday evening.
The 30-second ad shows a very sick young woman lying on a hospital bed, wheezing heavily and clawing at a ventilator attached to her nose because she cannot breathe properly.
National campaign urging Australians to obtain Covid-19 vaccine has been criticized by marketing guru
Pictured: A photo of a nationwide advertising campaign encouraging Australians to get vaccinated
A message is then displayed: “Covid-19 can affect anyone. Stay home, get tested, and book for a vaccination.
Mr Reynolds said: “It shows that Covid can really be painful, which a lot of Australians don’t really believe and it shows young people can get it, not just old people.
“It’s 10 times better than the first ad.”
He also warned that bringing out celebrities and pop stars to encourage audiences to receive the jab would not work as it might in other countries.
In the ad (pictured), a young woman with Covid-19 can be seen scratching her ventilator because she can’t breathe
“People have been trying to sell everything from watches to cars this way for 100 years, for sure when we have a fatal disease we can do better,” he said.
“It just reminds people that it’s not that big of a deal because here is a pop singer making a joke about Covid and that is the exact opposite of what should be done.”
He said that if he was in charge of leading the vaccination campaign, he would examine the celebrities who have actually fought Covid and talk about its devastating effects.
“What about celebrities like American pop star Pink? She caught Covid so much that she rewrote her will, so that her two children could be looked after, after her death, ”Mr. Reynolds said.
“Now ask a celebrity like that to talk about the pain she was in, the angst she was feeling and the fear – that’s what’s going to wake people up.”
Imminent death: Pink revealed she thought she would die and wrote her will during her ‘terrifying’ battle with the coronavirus last year
The American pop star, 41, contracted the virus alongside her four-year-old son Jameson (pictured) in March 2020 and admitted she was so sick she ‘thought it was over’
The American pop star, 41, real name Alecia Beth Moore, contracted the virus alongside her four-year-old son Jameson in March 2020.
Last year, Pink wrote an essay published by NBC News, in which she spoke about herself and Jamson’s “physically and emotionally difficult” battle with the disease.
“Fighting Covid-19 with my three-year-old son has been the most physically and emotionally difficult experience I have had as a mother,” she wrote.
“Weeks after receiving our test results, my son was still sick and feverish. It was a terrifying time, not knowing what might happen next.
Monday’s triple-digit increase in coronavirus cases is the biggest daily increase since April 2020
In May of this year, she admitted how ill she was and “thought it was over”.
“It is going to sound crazy, but we had Covid last year, very early in March and it was really, really bad and I rewrote my will,” she said on Heart Radio.
The mother-of-two went on to explain in detail how her near-death experience inspired her new song, All I Know So Far, written from the perspective of a parent speaking to their child for the last time.
The federal government defended its public health campaign in a statement to Daily Mail Australia.
“The clip encourages people in NSW to book their immunizations, but also to stress the need to stay home and get tested,” he said.
“The Delta variant is much more contagious and has a greater impact on younger cohorts than the previous variants.”
As of Monday morning, Sydney recorded 112 cases – of which 48 alarming are unrelated to known clusters and 34 were infectious in the community.
An NSW Health Covid testing clinic in Liverpool in southwest Sydney, where the mayor has said accessibility to vaccination should be provided in local schools and community centers
NSW Health Director Dr Kerry Chant said there are now 18 patients with Covid-19 in intensive care units across the state – 14 of whom are under 35.
“It dispels the idea that you are not going to get sick with Covid if you are young,” she said.
She also revealed that health officials are also finding a growing number of cases in the 18-20 age group in the Sydney South LGAs of Georges River, Bayside and Sutherland.
Prime Minister Gladys Berejiklian said the “vast majority” of cases were in the local government area of Fairfield, southwest Sydney, and called on its residents to stay at home amid the lockdown of three weeks in the city, unless they absolutely have to go out.
She said health officials were also seeing high levels of transmission in the government areas of Canterbury-Bankstown and Liverpool.
“The risk is everywhere in these areas,” she said. “We have to be frank with where the virus is circulating right now.”
Monday’s triple-digit increase in coronavirus cases is the biggest daily increase since April 2020.
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