This large scale and highly targeted statewide public health advertising campaign, featuring frontline health professionals, was in market during 2020 and early 2021. It focused on promoting COVID-safe behaviours, including testing, staying home if unwell, mask wearing, physical distancing, hand hygiene, gathering outside or in well-ventilated areas, as well as checking-in and proof of vaccination in the later stages of the campaign. The campaign also promoted mental health and wellbeing. It was fully integrated with channels, including television, radio, print, outdoor, digital and social media.
Additional communications were issued as part of this campaign during outbreak periods (for example, December 2020, June–October 2021) to keep in line with rapidly evolving health advice. These activities leveraged real-time data and provided critical information about restrictions, case locations and COVID-safe behaviours to drive people to the NSW Government website. They included in-language assets and a bespoke Aboriginal creative approach.
The third phase of this citizen campaign achieved 59% campaign recall (target 35%) and those that had seen the campaign were more likely to report they agreed with or followed COVID-safe behaviours.
Ministry of Health Communications Team, Strategic Communications and Engagement, NSW Ministry of Health
