Australian Government, Department of Health, Department of Treasury. COVID 19 Response.
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The Australian Government
Department of Health
Department of TreasuryCOVID Safe App
Job SeekerIt was the news we never wanted to hear and the last brief you wanted.
In response to an urgent call from the Australian government, we embarked on a mission to help Australians prepare for the COVID-19 pandemic. This endeavour required one of the most significant behaviour change and crisis management campaigns in history. To ensure success, both the government and our team had to adapt and innovate, creating a faster communication model.
We transformed McCann Australia into a national virtual communications hub, leveraging cloud technology to expedite briefing, research, and production around the clock. Our first step was to urgently launch a powerful campaign nationwide, delivering vital health measures in 52 different languages. Within 48 hours, we had messages across TV, radio, digital, outdoor, and social platforms. The health advice was clear, direct, and in plain English, ensuring immediate impact.
As Australians' financial health began to suffer, they needed reassurance. In response, we created a campaign for the Department of Treasury to inform the public about the $70 billion Job Keeper support payment package, launched within 48 hours.
However, a crucial piece was still missing: a campaign, naming, and logo for the COVID Safe App. Within three weeks, 6 million Australians had downloaded the app, but more was needed. Thus, the 'Do the Three' campaign was born, urging Australians to wash their hands, keep their distance, and download the app. This message, spearheaded by the government, leveraged its newfound trust and confidence to unprecedented heights.
In just eight weeks, these clear, simple yet powerful behaviour change and crisis management campaigns altered the perceptions and actions of millions, convincing an entire nation to embrace a new normalcy.
