Case study: COVID-19 Staying Safe business campaigns

Various statewide COVID-19 business campaigns have run alongside the citizen campaigns since 2020. These have focused on how businesses and their staff can stay COVID-safe (such as checking in, mask wearing, reminding staff to only go to work if well, developing and implementing COVID-19 safety plans, adhering to public health orders), and accessing financial and concierge support to help them stay in business. The creative showed a variety of businesses and staff.

The campaigns were fully integrated across radio, press, social and digital, with in-language materials and channels for culturally and linguistically diverse (CALD) businesses. There was up-weighted campaign activity during outbreak periods (for example, July–September 2021) across radio, social, CALD social, digital, press and search engine marketing. They were supported with significant stakeholder engagement (for example, regular business eDMs, toolkits, etc) to keep businesses updated on the latest developments and changes and supporting collateral (such as posters, signage, and social tiles). The second phase of the business campaign in 2021 achieved 68% campaign recall (63% target) and 91% message take-out (50% target).