Swine Flu Education Campaign
Campaign strategy
Campaign execution (print and radio)
Client: Queensland Health
Industry: Government/community
Gilimbaa was approached by Queensland Health to create an education campaign to stop the spread of swine flu and influenza in Queensland Indigenous communities. This campaign was the first high-level influenza education campaign to be rolled out to Indigenous communities in Australia.
Given the seriousness of the issue, the campaign needed to evoke a sense of urgency and prompt an immediate response. To achieve this, emotionally evocative images were used to create a sense of personal responsibility for family and community, coupled with a clear, strong message that gave people information about what to do and where to go.
Radio announcements were a critical element of this campaign. Gilimbaa directed, wrote and recorded the announcements, using various sound techniques to ensure they stood out from the myriad of other health and community messages on the radio.
The campaign was rolled out across multiple channels to all Indigenous communities and health facilities throughout Queensland, New South Wales, Victoria and the Northern Territory.
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