In the words of Lara Bingle in the $180 million dollar advertising campaign launched by Tourism Australia in 2006, it’s time to again ask “Where the bloody hell are you?”
Understanding that I am clearly not a super model walking on the sands of Fingal Bay Beach in NSW, I am instead asking “where the bloody hell are you” today as I hear anecdotal reports that vacancies at COVID vaccine hubs are in abundance.
Fortunately, South Australia has maintained its unique position of being COVID free for some time, but with recent news of a more contagious variant of the virus in Victoria, I am urging my colleagues in the local business community to step up and get vaccinated as soon as you are eligible.
A recent survey of Australians by Resolve Strategic, found that 29 percent of adults were either not very likely, or not at all likely to get vaccinated against COVID-19. This highlights the real challenges in reaching sufficient coverage to open our national borders to the rest of the world and remain protected should another outbreak occur.
It is not surprising that vaccine hesitancy is at play. The media has done its job of alerting people to the extremely rare side effects of the AstraZeneca vaccine. This has not however been counterbalanced by strategic and targeted campaigns outlining the safety and benefits of the vaccine, resonating with demographics showing such hesitancy.
Although Australians look up to our Chief Medical Officers, and taking their advice is obviously important, the Federal Government cannot expect commercials with doctors and politicians rolling up their sleeves on television will make a significant impact.
Where is Lara Bingle? Where is the equivalent of the multimillion-dollar marketing campaign that skyrocketed Australian tourism 15 years ago? That level of investment and creativity could be adapted into encouraging hesitant Australians to get vaccinated. Interestingly, the outcome could be similar, once again encouraging tourism as international borders safely reopen.
Individual businesses have their own networks that they regularly communicate with. Collectively, the business community’s reach is stronger. I am encouraging all businesses who are serious about mitigating the risk of shutdowns and opening to the rest of the world to get vaccinated and share it their networks. Encourage your staff if they meet the current criteria, to do the same. And finally, let’s all join together to use our business networks to encourage positive messaging to our respective audiences about the safe and effective vaccines that we have in Australia, and to help educate those who are hesitant.
Although we remain hopeful that Lara will return to our screens, inviting the world to visit, we will in the meantime welcome creative and cutting-edge advertising from the government if and when it comes.
In the meantime, the South Australian Business Chamber will be working on our own campaigns and encouraging businesses to do the same. The business community across South Australia is innovative and full of creative ideas, and I look forward to seeing a barrage of informative and occasionally entertaining content that this campaign may bring.
Originally published in The Advertiser on Tuesday 8 June, 2021
