Thursday, July 22nd, 2021

Get me an advertising company! Stat!

Filed under: random — alison @ 17:49

Oh my. I just got something utterly INFURIATING in the mail this morning.


Here in Canada we’ve had pretty good vaccine uptake and most people who’ve had their first shots have been okay about getting their second. We still need to do better, which is why this campaign is important.

All canadians:

  • 44% have had both shots;
  • 69% have had at least one.

For herd immunity to kick in for covid, at least 70% of the total population needs to be fully vaccinated.

We need a good push to get up to 70% fully-vaccinated and not have to worry about lockdowns any more.

Canadians aged 50 and up:

  • 69% have had both shots;
  • 88% have had at least one.

The 50+ crowd are pretty much there already. As long as everyone who’s had one shot gets their second, that will be enough to help compensate for the under-12s who aren’t vaccinated at all.

Canadians between the ages of 12 and 49:

  • 35% have had both shots;
  • 71% have had at least one.

Younger canadians are the ones who really need to up their game. All of them who have had one shot need to get their second, and about half of those who haven’t had any shots at all need to start stepping up.

Our government’s effort to reach the vaccine-hesitant and the vaccine-unmotivated is a depressing, text-dense universal mailer.

We know this is special for the smartphone generations because it has an orange word in it.

It looks like a vote reminder or a customs declaration. The colour theme is brown and black. It’s full of negative words like “not” and “Covid-19.” There’s no call to action.

I don’t see how anyone who hasn’t been motivated by the negativity of living through lockdowns is going to be motivated by a negative, text-heavy universal mailer.

I’m trying to imagine this mailer as a Coke ad campaign:

Here’s what you should know:

Coke is safe.

Coke is effective.

Coke can’t give you Covid-19.

More Coke is better.

Coke safety is continually monitored.

For more information see

Nope. Not seeing it.

On the other hand, I can easily imagine a Coke campaign transformed into a vaccine campaign.

I’d Like to Buy the World a Coke

HCWs and pharmacists singing “I’d like to give the world a shot” in front of recognizable walk-in clinics (say, the olympic stadium) and neighbourhood pharmacies. Positive! Colourful! Relatable! Information about where to go!

Relatable is important. The vaccine-hesitant are often more open to getting vaccinated if they know their friends are. This is where virality comes in: you get a message because your friend likes it, not because a bureaucrat is trying to tell you what to do.

I saw this safety message from Melbourne public transit back in 2012. I wasn’t in Australia at the time. Someone I liked just thought it was cool.

Dumb Ways to Die [Youtube]

I’m having a hard time believing nobody’s come up with a good, viral vaccine campaign, so if you know one please share!

In the meantime…

Yes I know this is cheaper than a good, homegrown viral campaign, but unless it’s effective it’s a complete waste. Just don’t bother.

Grrr. Grrr. Grrr.

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