Accenture teams up on ad campaign to drive vaccine take-up

A stirring national advertising campaign has been launched to encourage Australians to get vaccinated against Covid-19, following a collaboration between Advertising Council Australia and Accenture.

Crafted by Accenture Interactive agency The Monkees and released nationally across television and digital and social media channels, the ‘Australians Can Beat Anything’ campaign highlights the ingenuity of Australians and the country’s spirited approach in the face of adversity.

Advertising Council Australia CEO Tony Hale said that, despite the current momentum for vaccination, more still needed to be done to drive rates in an effort to get back to business. “As part of a call to arms, we need to bring those who are uncertain about vaccination onboard and get the last leg of double vaccinations underway in a bid to reach a minimum of 80 percent so we can open the country up as quickly as possible.”

The one-minute spot heads right for the heartstrings with images of severe flooding and fire-fighters battling out-of-control bush-fires, but doesn’t take long to introduce some humour alongside the heroics. Australians can beat anything, reads the text, any time, any place, any beast: cue a shot of some poor soul contending with an enormous black spider, one of a crocodile launching at a tinny, and then a kiwi emblem on a black shirt. “Except maybe this one”.

In addition to Accenture and Advertising Council Australia, the Premium Content Alliance, which counts Australia’s largest media conglomerates as members, was also part of the collaboration, donating media spots for the campaign. “The reach of our shareholders will ensure the campaign is seen by millions who will watch, hear, read and remember what can be accomplished when we come together as a country,” said Alliance CEO Kim Portrate.

Highlighting both adversity and triumph, other iconic images and footage in the public service clip include the country’s successful gun buy-back program in the aftermath of the Port Arthur massacre, St Kilda football player Nicky Winmar’s proud and famous stand against racism at Victoria Park, and Australia’s historic victory in the 1983 America’s Cup. Former Prime Minister Bob Hawke is also featured, sculling a beer at the cricket.

Elsewhere, innovations such as the cochlear implant and Fred Hollows’ efforts to treat avoidable blindness are included, as is perhaps that most famous Aussie invention of them all, the Hills Hoist: “We beat laundry day”. Front and centre though is the nation’s extreme weather. Droughts, floods, bushfires, hailstorms, and just the general heat – the latter complemented with a shot of a laid-back kangaroo cooling off in a suburban swimming pool.

“Many Australians have been greatly affected by the pandemic and in these difficult times, it’s important to look back and reflect on all of the challenges we have overcome as a nation,” said Mark Green, head of Accenture Interactive ANZ. “As part of this fantastic collaboration, I’m proud of our industry for coming together to encourage all Australians to prioritise vaccination. With one final push, let’s apply our fighting spirit to this pandemic.”