In late 2021, after months of gruelling lockdowns, Victoria's path to recovery was clear: the state needed to be 80% double vaccinated. Many were ready to roll up their sleeves, but some groups were still hesitant or hard to reach — particularly communities who didn't speak English as a first language.
Rather than making traditional ads, we gave the mic to trusted community ambassadors to deliver the message.
We crafted over 1,500 unique pieces of content, across Facebook, Instagram, TikTok and YouTube. We identified hesitant audiences and addressed their vaccination concerns - delivered by trusted voices.
This included:
- Addressing fertility myths with a video that reached 74,000+
- In-language videos, featuring diverse doctors from the Royal Children's Hospital, viewed 43,000+ times
- Fab Jab, a campaign for the LGBTQIA+ community, driving hundreds to book their vaccination
- Campaigns for people with disabilities, achieving nearly five times the health care industry's average click-through rate.
The campaign drove 140,000+ bookings, with:
• 1,747 unique ads in 17 languages
• 8.95% uplift in ad recall
• 28.4 million impressions
• 1.1 million clicks to the vaccination website
• 100+ pieces of content translated into 10 priority languages
Victoria hit its 80% double-vaccinated target in record time, proving that thoughtful, inclusive communication truly saves lives.
