We united our services to deliver an integrated nine-month national campaign for Healthdirect Australia, which is funded by the Australian Government Department of Health, to help Australians manage their health during the ongoing COVID-19 pandemic.
The educational campaign was designed to inform Australians that if they are healthy and vaccinated, they are likely to be able to manage their COVID symptoms and recovery at home with advice from the National Coronavirus Helpline and healthdirect.gov.au.
The campaign position, ‘Get COVID Clarity’ aims to cut through the huge amount of COVID information available, providing clear answers to common health questions about COVID and highlighting the National Coronavirus Helpline and healthdirect.gov.au as trusted sources of COVID health information.
The campaign was a collaborative effort between Bastion services, providing a turn-key solution to all aspects of communication including strategy, creative, media, PR and digital. As the campaign engages multicultural communities, Bastion also partnered with CulturalPulse to ensure the campaign messaging was accessible to culturally and linguistically diverse audiences, a critical aspects of the campaign’s success given the low vaccine takeup in some segments. Reaching multicultural communities was a key criteria for Healthdirect to define campaign reach to all Australians in their first language.
More than 276 assets were produced for the campaign with executions across digital, radio and DOOH, including multicultural assets in 17 languages. The assets each have in-built flexibility to update creative messages as needed over the duration of the campaign.
Healthdirect Australia’s head of communications and marketing, Jenni Ellard commented: “The Bastion team jumped into action very quickly to get our campaign to market across multiple channels just as the information was needed during the rising COVID numbers in early 2022. The team continues to be super responsive, coordinated, and easy to work with post-launch across multiple service areas.”
Jack Watts, Bastion CEO added: “It’s a perfect demonstration of the value of Bastion’s new world agency model. A single business with complementary service offerings working together to deliver integrated client work.”
The campaign launched recently and will run for nine months.