Carat and UNICEF Australia have embarked on phase two of ‘Give the World a Shot’, to drive donations for the global COVAX initiative to ensure vaccine equity for all.
Last month dentsu announced it had joined the COVID Vaccination of UNICEF Australia to support positive vaccine advocacy and encourage donations for the global COVAX initiative, which has to date seen 398.9 million doses delivered to 144 countries. The expectation is to deliver 1.4 billion doses by the end of 2021, with a target of two billion in early 2022.
dentsu Media ANZ CEO Sue Squillace says the consumer campaign is positive and optimistic.
“We’ve seen Aussies rise to the COVID-19 challenge and believe they will rally again behind this worthy cause to help UNICEF deliver vaccinations across the world,” says Squillace.
“Leveraging our understanding of the Australian context and how people are feeling right now, we have created a tailored Give the World A Shot campaign unique to this market with a sense of positivity and optimism.”
By triggering the Compassionate Explorer audience, identified through dentsu’s propriety planner tool CCS, in moments of gratitude, optimism and freedom, Carat hopes to encourage all Australians to pay it forward and donate to UNICEF’s Give the World a Shot.
Just $5 will deliver two COVID-19 vaccine doses – enough to fully vaccinate one person. $500 can help to deliver enough vaccines to protect 100 people from the virus.
The campaign will run until mid-December. Carat has staggered its media channels by state in line with Freedom Day (particularly across NSW and Victoria). The Dynamic Digital Large format sites are placed in high-quality locations and display contextual messaging, comparing the local suburb vaccination rate with that of low-income countries.
News programming integration will also aim to generate mass awareness on the importance of vaccine inequality in developing countries. Digital Home Page Take Overs across state mastheads align with print ads to drive cut-through and impact in topical environments and will be staggered based on the level of restrictions in each respective state.
All of Carat’s launch media has been underpinned by display video and podcast sponsorship media activated with key partners who can deliver on mass reach, utilising data to communicate with Compassionate Explorers.
The Story Lab, dentsu’s content & partnership division, will be bringing the campaign to life by localising campaign assets with Dr Andrew Rochford lending his voice to the TVC.
The radio sponsorship leverages talent and UNICEF ambassadors to help localise the issue of vaccine inequality and the fact that COVID isn’t over for us until it’s over for everyone.
UNICEF Australia CEO Tony Stuart says the campaign is vital to drive donations: “As Australians reach high vaccination rates and we begin to open up to the rest of the world, now is the time for each of us, as individuals, to know the small, but crucial, part we can play in vaccine equity.”
Carat client manager Amanda Florence says it is a worthy cause: “We are very lucky to be in a position where we are able to help those less fortunate than ourselves and believe that no matter how big or how small, everyone can help.”
Paul Baker – Strategist
Scott McCaffrey – Client Lead
Amanda Florence – Client Manager
Michael Goode – Client Executive
The Story Lab
Cat Wilkinson – Head of Partnerships & Content
Erin Hunter – Content Director
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