Federal government launches First Things First via BMF

Maha Obeid
By Maha Obeid | 13 September 2021
First Things First campaign

The federal governmnet has launched the First Things First vaccination campaign following on from the Arm Yourself commercial. 

Rather than featuring people getting vaccinated, it encourages Australians to ponder “what will you do first?” and says “before we can do the thing we want to do there’s something we all need to do first. Book your COVID-19 vaccination at australia.gov.au”.

The campaign has two key themes, to speak to those who have been living in areas of lockdown and are looking forward to the first taste of freedom again, and to those who are already enjoying the things they love to get vaccinated in order to avoid lockdowns.

The message for people hesitating to be vaccinated is it will enable them to do things they enjoy, such as being with family, attending weddings, going to concerts and travelling.

BMF general manager Paul Coles says the agency is proud to be involved.

"The strategy and idea are simple and universal. We wanted to remind people of the little freedoms that have been trapped by Covid outbreaks and lockdown. We all talk about that first taste of something, be that a cold beer or overseas travel. The truth is, we can only liberate these firsts, if we all get vaccinated and this work does that with Aussie heart and humanity.”

The Australian Government’s COVID-19 vaccination communications campaign is being supported with an additional investment of almost $50 million to extend the suite of elements through 2021–22.

The target audience is based on research that shows the continuing positive trend in attitudes to being vaccinated. 81% of people say they will be or intend to be vaccinated. It mobilises all Australians to make the decision to get vaccinated and particularly speaks to a younger age group.

With the arrival of millions more vaccines, easier access through an expanded network of GPs and pharmacists, and opening up the vaccination program to everyone aged over 12, the campaign kicks off a major ramp-up of the vaccination program.

According to the federal government, more than 66% of the Australian population aged 16 and over has had at least one vaccine dose, and more than 22 million doses have been administered across the country to date. The 70% and 80% vaccination rates are important targets in the phases for re-opening.

The communications campaign also supports on-the-ground engagement with the public, including information kiosks at shopping centres and events, and community in-reach activities with CALD and Indigenous communities.

More broadly, committees representing Aboriginal and Torres Strait Islander communities, people with a disability and the multicultural communities are being consulted regularly to ensure the vaccination messaging is clear, appropriate and disseminated through the best communication channels to reach all Australians.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Associate Creative Director Roy Leibowitz
Senior Art Director: Chris Wilson
Head of Art and Design: Lincoln Grice
Designer: Alex Kidd
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Olivia Widjaya
Senior Account Director: Victoria Venardos
Head of TV: Jenny Lee-Archer
Agency Producer: Mandy Payne
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Adrian Shapiro
Producer: Ben Scandrett-Smith
Post Production: ARC Edit
Editor: Peter Sciberras
Sound Production: Rumble
Music: Otis Studios
DOP: Ross Giardina
Photographer: Joel Pratley
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: Rosie Weathered
Digital Producer: Ryville Ochoa
Front-end developer: King Tan
Finished Artist: Iva Madderom
PR: Lu Borges and Elliott Holahan

Media Agency: Universal Mccann
Research Agency: Fiftyfive5

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