New WA public awareness campaign created by 303 MullenLowe tackles vaccine misinformation
The WA Department of the Premier and Cabinet and Department of Health have kickstarted a new effort to tackle vaccine misinformation, through a public awareness campaign created by 303MullenLowe, Mediahub and Carat WA.
The ‘Don’t Assume You’re Immune’ campaign aims to educate the public about the importance of vaccines, encourage people to get vaccinated as per the WA immunisation schedule – and raise awareness of the potentially life threatening complications of vaccine-preventable diseases.
303 MullenLowe has developed the campaign to drive medium and long-term behaviour change around immunisation, through strategy, creative and production. The appointment to the account was made following a competitive pitch and utilises the strong and proven behaviour change skills the agency is renowned for.
Mediahub was tasked with media strategy, collaborating with Carat WA which developed the channel implementation plan for the integrated campaign. It is live from this week for the next 12-months across TV, online video, social media, large and small format OOH, radio (targeted and mainstream), press, cinema, high impact digital displays and search.
303 MullenLowe Perth’s Chief Strategy Officer, Matt Oakley, said: “With complacency, low perceived risk of disease, and misconceptions around possible side effects among the biggest barriers to vaccine uptake, the campaign’s message has been developed with a strong sense of compassion rather than compliance.
“The subject of vaccinations is clouded by misinformation and disinformation, so it makes behaviour change challenging. One of the biggest barriers to vaccine take-up is a sense of complacency – essentially, “it’ll never happen to me”, so demonstrating that complacency has very real consequences was an important element to address.
“As a result, Sara Oteri (ECD) and the creative team flipped the many excuses for not getting immunised as the very reason why people should get vaccinated. The campaign’s tagline of Don’t Assume You’re Immune is not just a memorable mnemonic, but also a call to action for our target audiences that we hope will increase the perceived risk to the health of themselves, and crucially, their loved ones.”
Mediahub Perth’s GM, Kylie Macey, added: “A key role in delivering campaign effectiveness was to ensure all media aligned with the identified stages of behaviour change. Having the right mix of channels meant that we could firstly capture the general population’s attention and subsequently raise their motivation. Secondly, we needed to fill knowledge gaps by giving answers and capability to key segments. And finally, we needed to demonstrate the opportunity to take action with disease specific creative.”
Carat WA’s Client Partner, Michelle Testa, said: “Carat has been proud to evolve the media strategy working alongside 303 MullenLowe and Mediahub on this important community initiative. The campaign is grounded in fusing behaviour change principles with metrics of attention to jolt the community into action. Whilst a robust digital strategy shifts that attention to building trust and action through pairing data signals to match content and audience. This campaign demonstrates the power of collaboration for the public good and Carat WA is pleased it could play a part in such an important community initiative.”
Credits
WA Department of the Premier and Cabinet
Strategic Communications Unit
WA Department of Health
Communications Directorate
303 MullenLowe Perth
Managing Director & Business Lead: René Migliore
Chief Strategy Officer: Matt Oakley
Planner: Harvey Clarke-Smith
Executive Creative Director: Sara Oteri
Art Director: Stephen Hansen
Copywriter: Zosia Kilpatrick, Ellysia Burton
Head of Design: Alby Furfaro
Graphic Designer: Lucas Faim
Finished Artist: Suzanne Whoston and Angela Homman
Head of Production: Johnathan Julius
Business Director: Connie Trinh
Mediahub (Media Strategy)
General Manager: Kylie Macey
Carat (Media Planning)
Client Partner: Michelle Testa
Group Investment Director: Sam Giuffre
Digital Strategy Director: Dale Ferreria
Client Manager: Sophie Park
Client Associate: Ollie O’Meehan
Digital Manager: Nicole MacNeil, Megs Hollis
Performance Manager: Gerry Eeringa
Data & Analytics Lead: Griffin Becker
Larchmont
Director: Mitch Green
Producer: Luke Kneller
DOP: Gregoire Liere
Production Crew
Line Producer: Susie Opie
1st AD: Mark Boskell
Photography: Finlay MacKay
1st AC / Focus Puller: Murray Johnston
2nd AC: Amelia Morgan-de Laine
Gaffer: Jean Vandermeiren
Best Boy: Andrew Piercy
Key Grip: Greg Stirling
Grip Assistant: Blade Chenoweth
Grip Assist: Zac Walker
Sound Recordist: Scott Montgomery
Production Designer: Kylie Clifford
Art Assist: Darrell Beck
Wardrobe: Lien See Leong
Make Up & Hair: Ali Knapton
Location Manager: Crystal McCallum
Location Assistant/Unit: Carmel Fox
Casting: Megan Carpenter
*Social Campaign produced by Clockwork Films WA x Directed by Mikey Hamer*
Post Production & Audio Post Production
Offline Edit: Lucas Vazquez
Colour: Marcus Friedlander
Online & Delivery: The Office of John Cheese (James Hawkes)
Audio Mix, ATL : Electric Sheep Music
Sound Designer, Radio: Soundbyte (Brad Habib)
24 Comments
The read on the tag sounds like “Don’t assume. You’re immune.” which is kinda the opposite of the message.
Also the line break in the tag makes each line feel like two phrases as well (and the bolding doesn’t help).
Well done on winning the pitch, this is shiny but should have probably done some executional/message take out testing. Classic govt buying an alliterative line. There is an art in submitting and winning these special government pitches and 303 is very good at that.
Nice to see a public health campaign doing what it needs to. Have seen this and it definitely sends the right message. Just a bummer they missed the free flu jab cut-off date though…
Nice work just a shame we can’t lead this sort of production work with Perth people.
The line is confusing. Surely there was a better line?
Nice line and pretty pictures, but that that ‘I’m OK, she’ll be right when when i’m obviously not’ approach has been done so many times.
How is the WA Government allowed to spend money with a non WA production company?
Don’t they have Buy Local boxes that need to be ticked on the tender?
Let alone local agencies not supporting local talent / Directors.
Why couldn’t the local production companies in town like Sandbox, Beautiful Pictures, Rhythm etc produce this?
I agree. Lots of Perth co’s needing the work at the moment.
I also think the campaign line is clumsy and the visual lockup makes it even harder to comprehend.
I would be interested to know if any WA prod co’s/directors did have the opportunity to treat. The films are well made, but it’s always a shame when something that could have been done locally (especially for the state gov!) is shipped out. There are a lot of capable and talented people this side of the country who are ready for the opportunity.
Agreed. How is it possible that our taxes can be spent outside of the state when we have amazing local directors starving for opportunities??? What locals got to submit treatments? What bit of this couldn’t they do?
Sara Oteri is not from the Perth industry and neither is their producer. The ECD has planted her flag now and it remains on the east coast. The big fear these people have is the belief that WA prod companies / artists cannot achieve the great heights of their creative standards. Which in most cases is a rediculous excuse given the mediocre ideas and standards WA clients (and the abiding agencies) throw out.
Nice spots.
Sara is a wonderful, locally born and bred creative who should be given the respect she deserves. Similarly 303’s producer is an incredibly talented Singaporean man who’s created a life in Perth for himself and his family. This post is sexist and racist and totally inappropriate. Whoever you are, you should be ashamed of yourself.
You can argue both ways for not using local, but, 303 have always made very good work using WA production including up until recently. These ads fall way short of needing help from the east coast or anywhere else for that matter.
I’m not @Always was a problem…always will be a problem, but “sexist and racist and totally inappropriate”. Are you kidding?? What a silly, childish and inappropriate reply to a legitimate comment given the discussion on this story.
Why are we constantly shitting on each others work. Perth advertising is such a small group of people and we all know each other and we all know what it takes to get something made here…it’s not easy. I can only assume the people that make these comments have no real insight into what goes into getting these jobs across the finish line.
I couldn’t agree more. The moment there’s a decent budget it seems to head over East when there are plenty of local prod co’s and directors here hungry for work. We already have a tiny market, why stretch it even further, leaving directors desperate for work locally.
WA Government work should stay in WA and feed our local industry – there’s enough talent here if you give it a chance.
Come on. playing the sexist and racist card in a single hand is a bit much even for the CB blog! @Always was stating facts that have nothing to do with gender nor race. I am loving seeing the WA production community standing up for itself finally. Fear of being black balled has kept them silent for too long, but what is there now to lose. WA Government work should stay in WA. Full-stop. No excuses any more.
Those responsible have to be held responsible and named and shamed. This is about our livelihoods, not some discussion about artistic intent.
It’s because the majority of the work isn’t very good. The criticism is warranted and hiding behind the excuse of it’s harder to make stuff over here is defeatist.
If only we had examples of how this could have been done all locally …
https://wa.campaignbrief.com/rhythm-launches-blood-borne-virus-education-campaign-for-department-of-health-wa/
Now, please explain what skills are lacking here to produce this Immunisation campaign with an all-WA team.
Using east coast is always more expensive than local. Airfares. Travel time. Hotels. Etc
East coast / West coast debate aside, the work was concepted here by 303, and there are many anonymous trolls shitting on it. If we are going to have a viable industry, that clients are happy to pay top dollar for and value, we have to stop tearing each others work apart.
People just questioning the use of east coast production I think.
Fantastic work 303 team, you continue to impress.
What use is an industry that just praises all work, regardless of quality?
It’s stupid to praise it just because it was made here.
Clients will value and pay top dollar for work that’s really good.
Unfortunately there’s not a lot of it coming out of WA right now, like it or not.