COVID 19 Case study
Background
In April 2020, M&C Saatchi was appointed as the lead strategic and creative agency on the Victorian Government’s COVID 19 response campaign. What resulted was one of Australia’s largest behaviour change programs.
CHALLENGE
To create a platform that could house all government communications from functional to emotional, targeting all Victorian cohorts including CALD and Aboriginal communities, with flexibility to work across multiple government departments and be delivered with speed.
sOLUTION
Platform ideas ‘Staying Apart Keeps Us Together’ and ‘Stay Safe. Stay Open’ became the umbrella for all government communications. A trusted and familiar voice in a time of uncertainty.
ReSULTS
The COVID 19 response campaigns demonstrated how insight-lead behaviour change communication within a highly dynamic policy environment can contribute to positive social outcomes. The campaign held our state together, when we were ultimately forced apart. And now together, is the only way Victorians know.
LAUNCH TVC
ACCOUNTABILITY TVC
CREATIVE ASSETS
