Winter safe with 'Little Things' via UM Media

1 July 2022

Media Agency: UM Media

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Featuring former NSW Sharks Captain and Blues player Paul Gallen.

The NSW government has released Little Things via UM Media to highlight the litte things Aussies can do to stay COVID safe.

The campaign, across Nine, Seven, TWITCH, SCA, SBS, NITV, digital and social media, targets 16- to 39-year-olds as only 49% have recieved their COVID booster vaccine.

The camapign features former NSW Sharks Captain and Blues player Paul Gallen and former WNRL player Ruan Sims on Channel 9  and will be followed in July with Olympic skateboarder Poppy Olsen and musician Alex the Astronaut on Channel 7 plus NRL Sharks Captain Wade Graham, radio presenter Linda Marigliano on Southern Cross Austero during June  and a TWITCH 2 Hour Stream in July.

Andrew Clift, senior client director UM said: “This was a magic campaign to work on. Key to the campaign’s success was bringing so many great media partners to the table and then developing content that young Australians would sit up and take notice of. What better way to do this than to get well known sports and media stars to deliver the message in a way they relate to.”

Vanessa Barrett, acting director for the NSW Department of Customer Service’s Brand and Campaigns, said the Little Things campaign was designed to reinvigorate younger Australians to think about simple COVID safety measures.

“We want to encourage young people to continue safe behaviours and to help minimise transmission of COVID-19 and flu this winter,” Barrett said.

“When people hear the message from someone they relate to, such as their sporting champion or musical icon, they are more likely to engage and to listen to their advice.”

Wade Graham, SCA said: “I’m really excited to be fronting this campaign to remind audiences of the easy and simple steps they can take to keep themselves, their families and their communities safe, but also, to ensure the live sports scene isn’t impacted by further disruption."

"There’s no question that I’m super passionate about playing in front of a live crowd. There’s nothing quite like it. Therefore, it’s amazing to be back playing in front of packed stadiums after all of the disruption of last year.”

Little Things has been tailored for culturally and linguistically diverse audiences in 22 languages and will run alongside a bespoke campaign for Aboriginal audiences.

To reach younger audiences the media campaign is supported by a strong digital focus including advertising across social media platforms Meta, TikTok, Snapchat and TWITCH as well as radio and digital audio and outdoor advertising.

The campaign runs through until end of August.

Credit List:

· UM

 Andrew Clift – Senior Client Director

 Declan Peach – Client Director

Wei Ng – Client Director (Identity)

 Andrew Drinkell – Investment Director


Vanessa Barrett – Acting Director, Brand and Campaigns

Anna Conte – COVID-19 Campaign Manager

 Anjelica Bevan – COVID-19 Senior Campaign Advisor


 Kieran Grant – Account Manager

Tamara Aiken – Campaign Ideas Manager

· Nine

Jasmine Sinn – Group Business Manager


Sara Movafagh - Creative & Implementation Executive

 Ciara Bowe – Creative & Implementation Executive

· Seven

Amanda Soliman – Senior Campaign Manager

· Twitch

 Alex Tran – Senior Client Success Manager

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