The Australians Can Beat Anything campaign – a collaboration between the Advertising Council Australia, The Monkeys part of Accenture Interactive, and the Premium Content Alliance - has launched to help boost the double vaccination rate to 80% or more as quickly as possible.
The public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges was released today nationally. It rolls out on TV screens, online sites and social media.
The message to get vaccinated is conveyed by vivid footage demonstrating Australians’ proven ability to overcome the most difficult of challenges and crises.
It includes natural disasters such as bushfires, floods, drought as well as the GFC, and championed innovations including the cochlear implant to overcome deafness, and in the case of Fred Hollows, treat avoidable blindness.
The TVC states: “Australians can beat anything. Any time. Any place....We beat distance. And border closures”.
The campaign is a collaboration between Advertising Council Australia, created by The Monkeys, part of Accenture Interactive, and production company Rabbit, with the shareholders of the Premium Content Alliance – Foxtel, News Corp, Nine, Seven West Media and 10 – donating media.
Premium Content Alliance CEO Kim Portrate says the reach of the shareholders ensures wide reach for the campaign.
“This initiative is the best way for us to do our part in encouraging all Australians to get vaccinated. The reach of our shareholders will ensure the campaign is seen by millions who will watch, hear, read and remember what can be accomplished when we come together as a country,” Portrate says.
Advertising Council Australia CEO Tony Hale says the campaign is a concerted push to boost double vaccination rates.
“As part of a call to arms, we need to bring those who are uncertain about vaccination onboard and get the last leg of double vaccinations underway in a bid to reach a minimum of 80% so we can open the country up as quickly as possible,” Hale says.
Mark Green, The Monkeys co-founder & group CEO, and Accenture Interactive ANZ lead, says the campaign is inspirational.
“Many Australians have been greatly affected by the pandemic and in these difficult times, it’s important to look back and reflect on all of the challenges we have overcome as a nation,” Green says.
“As part of this fantastic collaboration, I’m proud of our industry for coming together to encourage all Australians to prioritise vaccination. With one final push, let’s apply our fighting spirit to this pandemic – if we all get vaccinated, we can beat this challenge too.”
Creative Agency: The Monkeys, part of Accenture Interactive
Co-founder & Group CEO: Mark Green
Co-founder & Group Chief Creative Officer: Scott Nowell
Partner & Chief Strategy Officer: Fabio Buresti
Senior Art Director: Jake Rusznyak
Senior Copywriter: Dennis Koutoulogenis
Senior Planner: Charlotte Marshall
Head of Production: Penny Brown
Senior Business Director: Amanda Porritt
Print Producer: Clinton Bell
Production Company: Rabbit
Director/Editor: Dan Mitchell
EP’s: Lucas Jenner & Alex Hay
Online: White Chocolate
Post House: White Chocolate
Music & Sound House: Song Zu
Composer: Lance Gurisik
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia
Footage Clearance: Lisa Savage, Savage Archive
Media: Premium Content Alliance
Advertising Sponsor: Advertising Council Australia
Consultancy Services: Accenture Australia
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