Australian Government - Covid 19 Response

Pancho was tasked with a critical mission: create multiple through-the-line campaigns that could drive immediate and lasting behaviour change reaching every Australian.

Year

2020-2021

Services

TVC Campaign
Digital Campaign
Explainer Videos
OOH
Press

Client

Australian Government

Agency

McCann

In collaboration with McCann, we helped roll out several nationwide COVID-19 campaigns, covering everything from the initial health advice and the COVID app launch to the constantly changing rules and regulations.

Rolled out across TV, SVOD, radio, social, digital, OOH and print - plus a powerful push through government networks. The campaign hit with scale and precision. 90% of Australians got the message. In just one week, research showed the public felt clear on the rules and confident in how to act.

Rolled out in the space of a fortnight - The government website saw 75 million visits. Social videos racked up over 200 million views. Messaging was delivered in 63 languages across 23 communities.

We played a key role across all major phases of the campaigns for pandemic response - from Alert, Suppression, to Vaccine and recovery. Each demanding its own unique tone, style, and creative approach.

As vaccinations ramped up to 300,000+ doses a day, public trust in the government’s COVID-19 comms held firm at over 70%. A powerful sense of unity followed, as the nation rallied behind one shared mission: to stop the spread.

Key stats from the campaign include:

Reach: Over 90% of Australians were aware of key public health messages during early phases.

Translations: Translated into 63 languages and tailored for 23 priority communities.

Website Traffic: Health.gov.au saw over 75 million visits from March 2020 to June 2021.

Social Media: COVID-19 campaign videos were viewed over 200 million times across platforms.

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