Designed to be clear, relatable and understandable, this animation was created in response to misinformation circulating in the media, online and on social media platforms relating to COVID-19 vaccines.

Primarily targeted at younger women 18-35 years due to market and academic research indicating that this demographic represented the largest public cohort who were vaccine hesitant and who may not have all the information they needed to make their own balanced decision about vaccines.

By using a voiceover that is relatable to target audiences and seeking to engage with consumers, the TGA was able to share their position on vaccines and point people to empirical evidence bases and information that the TGA used and freely shared with the public, ensuring their work remains unbiased, transparent and accurate.

The Results:
Working interoperably with cross functioning teams, to develop the message and social media strategy, and deployed into the market as part of a paid and targeted Facebook and Instagram campaign, This social media video resulted in a significant increase in people accessing weekly COVID-19 Vaccine Safety Reports from less than 100,000 downloads per week prior to release to over 1.5 million each week for nine months after the campaign's completion, resulting in Australia achieving one of the highest vaccination rates in the world at the time.