Australian Government launches First Things First via BMF

The Australian Government has launched the next phase of the national COVID-19 vaccination campaign First Things First, created by BMF, which encourages all eligible Australians to get vaccinated with COVID-19 vaccines available for Australians over the age of 12 from Monday.

The national campaign brings to life the unbridled joy of the simple freedoms we’ve all missed, as if it were the first time you’d ever experienced them. The key to unlocking these moments is getting vaccinated.

Paul Coles, General Manager at BMF, said: “We’re proud to have this opportunity to motivate all Aussies to get vaccinated. The strategy and idea are simple and universal. We wanted to remind people of the little freedoms that have been trapped by COVID outbreaks and lockdown. We all talk about that first taste of something, be that a cold beer or overseas travel. The truth is, we can only liberate these firsts, if we all get vaccinated and this work does that with Aussie heart and humanity.”

Lieutenant General John Frewen, Coordinator General Operation COVID Shield, added: “It’s important that we mobilise all eligible Australians to get vaccinated as soon as possible. First Things First has a clear call-to-action to book your vaccination. By accelerating vaccinations, we are one day closer to returning to life as we knew it.”

The campaign has launched in Australia across TV, radio, print, OOH, DOOH, display, social and OLV.