The Australian Government’s $23.9 million public information campaign to encourage Australians to get a COVID-19 vaccine begins today.

The campaign will keep Australians fully informed and up to date about the safety and effectiveness of COVID-19 vaccines as they become available, including when, how and where to get the jab.

This follows Australia’s first COVID-19 vaccine approval by the Therapeutic Goods Administration – for the Pfizer vaccine.

From the start of the pandemic, the COVID-19 campaign has been a trusted source of information for the community. The new vaccine campaign will build on this, providing timely, transparent and credible information to all Australians.

The new campaign will be in three phases:

  • Reaffirm that COVID-19 vaccines have been put through our world-leading independent approvals process, ensuring both the safety and efficacy of our vaccine candidates
  • Provide information on how the vaccine will be rolled out, particularly to priority groups, and dosage requirements.
  • Inform people about how and where to get vaccinated, dosage requirements, and support vaccine uptake.

The roll-out will begin by providing protection to those who need it most – the elderly and disabled, and frontline workers who are tirelessly working to save lives and protect lives.

The information in this campaign, based on expert, and independent, medical advice, will help answer the questions people may have.

The campaign will run across a variety of mediums, including television, radio, press, digital, social, mobile, search and out of home.

To ensure the campaign reaches all Australians, special committees representing Aboriginal and Torres Strait Islander peoples, people with a disability and the multicultural community are informing the communication approach, ensuring communications are appropriate and disseminated through the best communication channels to these communities.

Australia is a vaccination nation – we have one of the highest vaccination rates in the world. Australians understand that vaccines work. They save lives. They improve lives. They protect lives.

I am confident, given Australia’s high vaccination coverage rates that Australians will take up a safe and effective COVID-19 vaccine in equally high numbers.

This campaign will help every Australian to understand how the vaccine works and how it will keep them and their family safe.