The creative industry-driven, myth-busting campaign about the AstraZeneca vaccine will rollout on TV this week after launch last month.
The pro-vaccination campaign aims to "fight fear with facts" and @TheFactsination initiative is backed by media organisations donating millions of dollars of advertising inventory to support the campaign.
The blitz includes a TV campaign going to air this week, supported by outdoor, radio and digital advertising.
An extension of the successful @TheFactsination Instagram account, the campaign uses humour to debunk myths about the potential risk associated with the AstraZeneca vaccine, encouraging all Australians to get vaccinated, and as soon as possible (subject to advice from their GPs).
@TheFactsination spokesperson Hardhat co-founder Dan Monheit says the campaign has also received support from the health industry.
“The success of the @TheFactsination campaign to date has exceeded our wildest hopes,"Monheit says. "Within a week, and without a cent of paid spend, the campaign reached more than a million people on Instagram alone, and millions more across Facebook, Twitter and LinkedIn."
It’s received support from leading health experts including Dr Norman Swan, from high-profile Instagrammers such as Zoe Foster Blake and Samantha Wills.
“And now, thanks to brilliant work from WPP’s Media Investment arm GroupM to secure millions of dollars of inventory - donated by leading media players to support @TheFactsination - we’re launching this week a multi-faceted advertising campaign that will help spread the message even further,” Monheit says.
WPP AUNZ chief strategy officer Rose Herceg praised the industry’s commitment to the campaign.
“As an industry, there are times we compete and times we come together and speak with one voice," she says.
"This issue is too important. GroupM is committed to playing its role in getting our country and our economy moving again. The only way this happens is with a vaccinated Australia.
"The best and most tangible way we can help is working with our media partners to support this effort. This is the power of our WPP Group at its finest.”
@TheFactsination initiative created and funded by Hardhat, in conjunction with Good One Creative, is a creative collective of ideas to address fears and hesitancy towards the AstraZeneca (AZ) vaccine. It has been built around an Instagram account showcasing the A to Z of ways people are more likely to die than getting an AZ jab, putting the risk into proper perspective.
The initiative also supports the open letter by an alliance of prominent health experts urging Australians to get jabbed with AstraZeneca as soon as possible.
Founding industry supporters include Dan Monheit, Rose Herceg, Jules Lund, Henry Innis, Kieran Moore, Aden Hepburn, Alex Hayes and Chris Savage.
Credits:
Original concept and campaign funding: Hardhat
Media Partners providing media inventory:
Seven, Nine, Ten, Foxtel, Ooh Media, JC Decaux, QMS, Val Morgan, Shopper Media, Nova, Verizon, Southern Cross Austereo, InMobi, News.com.au, Snapchat
Production Partners providing discounted and pro-bono services:
Animation - Dirty Puppet & Zane Flynn
Sound Studio - Front of House
Illustrations - Good One CREATIVE
Music composition - Charlie Howcroft
Despatch - Adstream
Captioning - The SubStation Media Services
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