HIT OR MISS: What does the advertising and branding world think of the COVID-19 vaccine campaign?

The Australian government’s new national vaccination advertisements have been described as exciting as a bowl of leftover cereal, with all the urgency of a stubbed toe.

The adverts have been in the can for months, put on ice due to there being little point encouraging anyone to join an already long queue for vaccines.

Tracy Mac wanted to get feedback from a local branding expert so she called in Lynn Poole from The Brand Pool. Lynn’s been specialising in behaviour change campaigns, mainly for governments for more than two decades and gave Newcastle in the Morning listeners her insights.