Featuring TV, radio, social media and billboard ads under the slogan “Arm yourself”, the campaign will tell people that getting a vaccine shot is “your best defence and our only way forward”.The launch comes as the government prepares to roll out around 50 pop-up booking centres in shopping centres around the country.The video version of the campaign features shots of rolled up sleeves multiplying in windows reminiscent of the opening title sequence of the 1970s US sitcom The Brady Bunch, while a voiceover tells Australians: “Now is the time to arm yourself, your friends, your family, your workmates, your community, someone you love.”Lieutenant General John Frewen, the man in charge of the government’s vaccine rollout, Operation Covid Shield, said the aim of the campaign was to encourage Australians to get vaccinated to protect themselves, their loved ones and the wider community.“Importantly, the campaign will be tailored for cultural groups, Indigenous groups and to all age groups and demographics,” he said.“There’s strong demand among Australians to get vaccinated, but I do ask you to be patient when making a booking. You may have to wait while we get the most vulnerable groups vaccinated first.”NED-4142-Vaccine-StatsThe ad campaign launch comes as Australia recorded its 9 millionth vaccine dose on Friday, with almost 900,000 people vaccinated in the past seven days.Almost a third of the eligible population over 16 have now had one shot while more than 10 per cent are fully vaccinated.A federal government source said the upbeat nature of the ads was deliberate because research showed there was overwhelmingly positive sentiment about getting vaccinated.Earlier this week, veteran Australian adman Siimon Reynolds, who created the Grim Reaper AIDS ad in the 1980s, called on the government to create an ad campaign to scare people into getting vaccinated.But although the government has opted for a gentler approach, a government source said “we’ve got something up our sleeve” if the ads don’t connect with the public.Lt Gen Frewen said there would be further stages of the government’s ad campaign which would evolve to match the rollout of the vaccine.“We are working as hard as we can to ensure every Australian who wants one will get a vaccine by the end of the year,” he said.“Test, trace, isolate, now it’s time to vaccinate.“It’s been a tough time for everyone, but I know we can get through this. So roll up your sleeve and get the jab. Together we can get this done in 2021.”
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