The new ad encourages us to “challenge the winter” by getting the COVID and the flu vaccine.But it misses some important things

Federal government has released a new A $ 11 Million Advertising Campaign Encourage Australians to “get winter” by getting a COVID booster and flu vaccine and vaccination of their children with the COVID vaccine.

Advertising comes at a crucial time. COVID booster vaccination rates are flat at 70% And about 40% The proportion of children aged 5 to 11 years is given twice.

Still, COVID Booster – 3rd dose for most adults, 4th dose for people over 65 years of age High risk group -It is important. They enhance protection against severe illness. decline Within 3 months after the second COVID vaccine administration.

Most children experience relatively mild COVID symptoms, but some children, including those who were previously healthy, become very ill and need to be hospitalized. We don’t want children to get COVID, and vaccination can help protect them.

In addition to COVID, we The biggest flu season since 2019This hit hard and fast.

Older adults and children aged 6 months to 5 years Highest risk From the flu. Also, because there was no flu season during the pandemic, children under the age of 2 have never been exposed and have no immunity.

However, while the government’s new ads are correct in some respects, they are unmarked in other areas. By emphasizing the significant benefits of vaccination, it is not connected at the emotional level and does not address the main concerns of most people.

What would be a good campaign?

Well-designed campaigns can raise awareness of vaccine availability and eligibility. Forming social norms Creating vaccine demand by emphasizing and emphasizing common values Individual When Collective benefits Of vaccination.

Last year we Studied What did the early vaccine priority group people (healthcare professionals, people over the age of 65, and people with underlying illness) think and feel about the COVID vaccine, and what they asked for in communication campaigns and resources.

Based on what they said to us, effective communication would be:

• Providing information on the safety and efficacy of vaccines
• Address people’s concerns about side effects
• Emphasize the wide range of benefits of vaccination, not just those related to personal health
• Discuss the severity of COVID infection
• Tell about the availability of vaccines
• Personalize information to explain the underlying medical condition and treatment of people
• Use a genuine variety of spokespersons
• Build trust through transparency, using clear and simple language.

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Diverse spokespersons and humor: how the government’s next advertising campaign can boost COVID vaccine intake

We too Recommended Use humor and emotions to create engagement and motivate vaccination while avoiding messages that could backfire or cause unintended harm.

What is included in the new campaign?

The Challenge winter Advertising meets some of the recommended criteria, but is inadequate in other areas.

It clarifies the important message that it is safe to be vaccinated against COVID and influenza at the same time.

There is a clear subpoena (“book today”) stating that the vaccine is available at GPs and pharmacies.

However, its creator made the unfortunate decision to recycle last year’s A $ 41 million unattractive faceless weapon. Arm yourself Fallen campaign Flat I couldn’t get the viewer’s sympathy.

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Australia’s new vaccination campaign is another wasted opportunity

In the COVID vaccination advertisement for children, The child becomes a childThe cast released last week is diverse, but there is no real connection between vaccination and children doing the general kid thing.

What are you missing?

TV ads can’t do everything to deal with vaccine hesitation, but there are some notable gaps in these ads.

Neither government ad does much to address concerns about side effects. The most common reason parents do not vaccinate their children is concern about the safety and side effects of the vaccine, even if the child experiences it. Fewer side effects From adults. However, the Kids will be Kids ad uses a relatively simple maternity statement about vaccine safety.

Adults are also worried about side effects. Although post-booster side effects have been reported, some people who have had unpleasant and short-term side effects after the second dose are reluctant to receive booster immunization. Too often From 2 after administration. People can be reassured by telling them how much vaccine safety is being monitored in Australia and that there are fewer common and expected side effects.

Also, ads are unlikely to generate emotional reactions from viewers, which is an important part of motivating behavioral change. Take on Winter ads cannot link COVID vaccine boosters or flu shots to meaningful personal interests or motivations, such as being able to work, travel, socialize, or meet older grandparents. There is no emotional resonance.

The decision to avoid fear-based messages in kids agrees to be a child, but one of the main factors driving vaccine intent and intake is Perceived sensitivity To COVID. Many parents are unaware of the urgency or value of vaccination because they feel that their child is not at risk of serious illness or is already infected with COVID.

A more specific message about the importance of vaccination, Even people who are already infected with COVIDOr personal stories from the true parents of previously healthy children who became very ill with COVID, will probably resonate more strongly.

read more:
Is it just a fact or a detail?The message must be correct in order to combat vaccine hesitation

Vaccines Vaccines are particularly tired, so we need to respect how discerning people are. For all the money you spend, you need to reflect evidence from social and behavioral sciences in your message to make sure your ads are as effective as possible.