During the pandemic, BMF was tasked with creating and producing the Government’s COVID-19 campaigns. A part of this was to ensure Australian children were being vaccinated. Given the context, our campaign had to adopt an empathetic tone and avoid feeling didactic. We showed how being vaccinated against COVID-19 helped kids explore, discover and play freely - just the way their lives should be. Normalising kids behaviour - kids will be kids, after all. 

Executionally we moved away from the more traditional PSA / informational type of campaign that had been deployed for this topic. Instead, we used emotion to connect with parents demonstrating the benefit of being vaccinated, supported by the TGA assurance around safety. An integrated campaign was delivered across multiple channels.