Case study

Department of Health: COVID-19 Vaccination Campaign

As COVID-19 evolved into a global pandemic, it became clear that mass vaccination was a key public health tool to ‘flatten the curve’ and protect the community. Dentsu Creative Public Relations was engaged to provide timely, transparent and credible information to all Australians about the national vaccine rollout strategy and communicate the safety and benefits of the COVID-19 vaccine.


Public relations was a key element in shifting behaviour, highlighting the need to extend campaign advertising activity to the general public by providing tailored information to priority groups and stakeholders.

The behaviour change communication approach was implemented over four phases. Due to the unpredictable and challenging nature of COVID-19, the strategic behavioural intervention was designed as an evolving approach to support the vaccine rollout.



  • Success of the campaign was measured through an increase in awareness and attitudes towards the COVID-19 vaccine, and behaviour (intentions) supporting vaccine uptake. In April 2021 only 68% Australian intended to be vaccinated but by Jan 2022 more than 92% had been vaccinated.
  • Tactical Snapshot: We arranged 250+ shopping centre/event activations resulting in over 9,800 vaccination bookings and produced over 130 vox pop and people with profile videos, resulting in over 28M social media impressions.