The Performance of A Lifetime collaborative commercial created by the Victorian arts community came with relief that a vaccination message can be effective.
Sally Joubert, CEO of Luma Research: "It brilliantly addresses vaccine hesitancy and provides us with compelling reasons to act."
This compares to the federal government’s COVID-19 latest vaccine ads which faced widespread criticism both inside and outside the advertising industry.
The Victorian commercial, featuring Deborah Cheetham, Tim Minchin, Meow Meow, Rhonda Burchmore and Virginia Gay, is a joint effort between many arts organisations including the Arts Centre Melbourne, Melbourne Theatre Company and The Australian Ballet.
The organiser, the Melbourne Symphony Orchestra: "The Victorian arts and entertainment industry cannot perform for our wonderful audiences if there are continued lockdowns and limitations.
"Like many performing arts organisations – big and small – the operation of the MSO is seriously tested in a lockdown. As long as too many people remain unvaccinated lockdowns will recur.
"We look forward to our musicians playing and to inviting our audiences to the concert halls. That certainly means bringing audiences back into concert halls reliably – and with the safety of a sufficiently vaccinated population.
"Our talented musicians have trained for a lifetime to perform for audiences. Now we call on our community and the Victorian public to give us the performance of their lifetime; to keep our community safe, and to keep our loved arts and entertainment industry alive."
"This video will cut-through and engage which is what we need right now," says Joubert at Luma Research.
"Based on our add+impact creative testing with Australians, Performance of a Lifetime is almost twice as likely to cut-through. 60% reach our Effective Attention Threshold compared to 32% with Stay Informed (the January effort from the federal health department).
"The Arts Community ad is entertaining, original and memorable and this drives its ability to cut-through and engage.
"Despite the informative style in Stay Informed, Performance of a Lifetime is also significantly more relevant and relatable as well as providing more news to Australians at this time.
"All up with a small budget and a big heart the arts community have created a compelling and meaningful video which will be noticed."
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