Originally shared on Mumbrella, 1.9.21
The advertising collective behind the vaccination drive campaign @TheFactsination, has doubled down following industry support, with media organisations “generously donating millions of dollars of advertising inventory to support the campaign”.
This will see a TV campaign aired this week with support across outdoor, radio and digital advertising, as the ‘fight fear with facts’ campaign encouraging Australians to get the vaccine gets a wider rollout.
Hardhat co-founder, and campaign spokesperson, Dan Monheit said: “The success of the @TheFactsination campaign to date has exceeded our wildest hopes. 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 like Zoe Foster-Blake and Samantha Wills, and received saturation media coverage across Australia, and internationally. 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 said.
WPP AUNZ chief strategy officer, Rose Herceg, said: “As an industry, there are times we compete and times we come together and speak with one voice. 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.”
@TheFactsination Instagram account was launched at the beginning of August, in hopes to encourage Australians to book a vaccine appointment, and to address fears and hesitancy over the AstraZeneca vaccine. This included a list of the A to Z ways people are more likely to die than getting an AZ jab.
The initiative was created and funded by Hardhat, in partnership with Good One Creative, and alongside Herceg and Monheit has support from industry figures including Jules Lund, Henry Innis, Kieran Moore, Aden Hepburn, Alex Hayes and Chris Savage.
@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 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.
Media partners providing free inventory for the campaign include Foxtel, InMobi, JC Decaux, News.com.au, Nine, Nova, Ooh Media, QMS, Seven, Shopper Media, Snapchat, Southern Cross Austereo, Ten ViacomCBS, Val Morgan and Verizon (Yahoo).
As vaccination appointments have been opened up to the wider population in recent weeks, there has also been noted increase in vaccination campaigns. This week, the NSW Government launched ‘Let’s do this’ via Ogilvy Australia, last week the ABC launched ‘Vax Facts’, and Qantas also launched its emotionally driven ‘Be Rewarded’ campaign which was discussed on last weeks Mumbrellacast.
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