COVID 19 Testing
Background
At the height of the 2020 lockdown, Victorians lived by the numbers. The increasing number of days in lockdown. The daily case numbers. The number of deaths. Before the vaccine, the only way we had to keep the virus in check was through testing. But testing numbers had started to drop. People had been tested before - did they really need to get tested again? Victorians risked becoming complacent.
CHALLENGE
What we needed was huge numbers of Victorians fronting up at our testing centres. But let’s be honest, a COVID test was no one’s idea of a good time. So we needed to reframe testing as a highly valued and appreciated part of the new normal. We needed to reinforce that every Victorian had a part to play.
sOLUTION
We used real self-filmed footage of Victorians talking to us while they were doing their bit for our state and getting tested. Emotive, unifying language kept the tone human and created the feeling that you weren’t getting tested for the government, but for you, your family and friends.
ReSULTS
Shifting from a functional and instructional tone to an emotive and encouraging tone meant that Victoria achieved the highest testing rate of COVID 19 in Australia.
Testing TVC
CREATIVE ASSETS
