The COVID-19 vaccine rollout is ramping up across the nation. In response, Australia’s $36.4 billion* Live Entertainment Industry is speaking out in a new campaign called #VAXTHENATION to encourage Australians to get vaccinated, and get our live industry back on stage.
Ad guru Russel Howcroft, along with the newly established LIVE Alliance (Live Industry Venues + Entertainment), have produced a hard-hitting campaign to unite those who love live music, the arts, and entertainment. The Alliance is spearheaded by a working group with representatives from Good One Creative, Live Nation, Mushroom Creative House, Bolster and AKA.
More than 450 of Australia’s biggest artists and performers have joined forces with leading tour promoters, music festivals, venues, ticketing agencies, record labels, comedy producers, theatre, opera and dance companies, streaming platforms, industry associations, peak bodies and global brands like Youtube Music and TikTok to launch the campaign.
With an awesome idea generated by Good One Creative and the incredible creative direction and production capability of Mushroom, we have managed to pull together a powerful campaign via generosity of spirit and a burning desire to rock on. Huge thanks in particular to Powderfinger and the inspired leadership of the LIVE Alliance steering committee.
Russel Howcroft says of the campaign
In the wake of further state lockdowns, and as the vaccine rollout ramps up across Australia, the LIVE Alliance reacted quickly and proficiently to produce the campaign.
For fans and industry alike, the shutdown of the national live music and entertainment industry across the last 18+ months has affected everybody. Prior to the most recent lockdowns, live music activity was just 12 per cent of pre-COVID levels as larger shows and tours remain uneconomic without full venue capacities and uncertainty around domestic and international border restrictions.
As the first industry to close and the last to open, the pandemic has seen nearly 80,000 working Australians in the live entertainment industry lose their jobs. Venues have been forced to close, and the industry has seen $23.6 billion of economic output lost.
It isn’t only industry lending their names to #VAXTHENATION, but a plenitude of musicians and performers. So far, more than 240 performers including the likes of Powderfinger, Jimmy Barnes, Tim Minchin, Celeste Barber, Vance Joy, Paul Kelly, Archie Roach, Dave Thornton, Adam Harvey, Amy Shark, Iva Davies, Gina Jefferies, John Williamson, Courtney Act, Birds Of Tokyo, Tom Gleeson, Hilltop Hoods, Nazeem Hussein, Marcia Hines, Midnight Oil, Judith Lucy, RÜFÜS DU SOL, Christian Hull, Troy Cassar-Daley, Briggs, Daryl Braithwaite, Human Nature, Melinda Schneider and countless more have added their names in support of the campaign.
“I want to experience live music again knowing that we can dap up, fist bump or hug someone without the fear of COVID-19 stopping us from doing so. Getting the jab for me means protecting myself, my family and my community”
A-GIRL
“It’s like boxing – a few well-placed jabs can keep your opponent at bay – so let’s get the jab to fight COVID-19 so we can get back to what we love doing.”
Archie Roach
“Please get vaccinated as soon as you can. I know you might feel some uncertainty, that’s natural… but being vaccinated could save your life and the lives of your loved ones. We know that. This isn’t hypothetical. This isn’t about someone’s feelings on the subject. This is a hard fact – we have the incontrovertible science. I feel so lucky to have been vaccinated. I think about the millions around the world who are literally dying because they didn’t have the opportunity. Whatever fears or sense of identify you feel in opposing vaccination won’t mean anything if you’re dead.”
Courtney Act
#VAXTHENATION aims to remind all Australians of the magic of live events and how vaccination is the only way to ‘stop the interruptions’ and break the cycle of lockdowns.
The campaign features two key moments: the primary national TV campaign, and specific content streams for Aboriginal and Torres Strait Islander communities and artists/talent. The campaign points to a #VAXTHENATION website for further details and information on where Aussies can get their jab.
The TVC is soundtracked by multi-Platinum ARIA winners Powderfinger, who donated the use of their iconic hit single ‘My Happiness’. The campaign includes 60, 30 and 15 second spots which will air across the major networks 7, 9 and 10. This is complemented by an extensive paid digital and social campaign, as well as outdoor advertising and billboards in major cities.
The campaign’s dedicated stream to Aboriginal and Torres Strait Islander communities, regional, and rural communities, will see a series of bespoke content and strategic efforts launched to target and engage different groups and demographics. #VAXTHENATION will be working with consultancy, Point Blank Group and AUM, across cross-cultural and cross-community engagement to highlight and bring cultural awareness and deliver the campaign in a culturally sensitive and ethical manner.
Australia has one of the world’s leading music and entertainment sectors. It’s not just vital to our economy and jobs; it provides a rich cultural fabric that connects us all. From sweaty pub gigs to crying with laughter at a comedy show; being moved by an opera aria or diving into the festival mosh; taking your child to their first live show, marvelling at an intricate ballet, or sitting with loved ones in an ornate theatre…these are the moments we all want to get back to.
With a target of 80% agreed by the National Cabinet, the LIVE Alliance says vaccinations are not only important for overall public health, but an essential step in stopping the ongoing and devastating effect to our live music and events industry.
“The impact of the pandemic on Australia’s world-leading music, theatre, comedy and live entertainment industries has been truly devastating. Getting vaccinated is the crucial step fans can take which will allow us to join together and enjoy the unbeatable magic of live performance once again.”
LIVE Alliance members say
The only way we can stop the interruptions is by coming together to #VAXTHENATION. Head to vaxthenation.com.au for further details and information on where to get your jab.
