BuzzFeed, Concrete Playground, Junkee, The Latch, Man of Many, Urban List, and Zee Feed have joined forces to help drive COVID-19 vaccination rates among young Australians by providing clear and concise messaging.
The publishers have made a number of pledges in how they report on vaccines, including to put the science first, stand for healthy headlines, make considered image choices and avoid triggering imagery, and not to partake in fear mongering or alarmist headlines around vaccines.
From today, each website will have combined ad units driving to content outlining the importance of the COVID-19 vaccine to help open Australia. The joint mission will be in effect until Australia gets 50% of the under 40s population vaccinated.
“We want to make a genuine difference to the lives of young Australians by building confidence through accurate messaging,” says BuzzFeed head of region Nicki Williams.
“We stand with Australia's youth publishers in committing to COVID coverage that informs young Aussies truthfully, while also inspiring them to plan for the future.”
Concrete Playground’s editorial director Suz Tucker says people in arts, events, and hospitality are among those most impacted by the ongoing effects of the pandemic.
“We want young Australians to be informed in a way that makes them comfortable and confident in taking action to get vaccinated,” Tucker says.
“This group recognises the need to communicate messages that will have a positive, progressive impact on our combined audiences and, hopefully, help to alleviate the anxiety caused by alarmist headlines.”
As part of the commitment, The Latch publisher Val Morgan will help amplify the vaccination message and publisher pledge across its out-of-home screen network, while also using QR codes on screens to encourage people to scan and book their COVID-19 vaccination.
“We’re proud to partner with some of Australia’s leading publishers on a unified message, to help drive Australia to open up,” The Latch publisher Amanda Bardas says.
“COVID is our reality, so we’re redefining our reason to publish around-the-clock coverage, and ensuring we’re only adding to the conversation in a meaningful way.”
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