For the love of Queensland, get the COVID-19 vaccine — Using the power of love to get QLD vaccinated

In late 2021, Queensland Health was prepping for a COVID-19 vaccination blitz.

But, they had a problem. While the vaccine doses were ready to go, a fair wedge of Queenslanders weren’t. With no recent memories of long lockdowns or local COVID-19 deaths, they needed extra motivation to get off the couch and into line.


Queensland Health

  • Behaviour Change Strategy
  • Content Creation
  • Advertising
  • Insights & Customer Research

So, without fear in our corner, we turned to love instead.

‘For the Love of…’ reminds us about the things we missed most during the pandemic — travel, family, celebrations, love — and turns those losses into powerful reasons to get the jab.

And, knowing Queenslanders’ hit-and-miss brush with the pandemic makes no reason universal, we filmed 30 of them. From scenes of joyful family reunions to community sports matches, each short scene has the stand-alone potential to connect with someone — and become the reason why they chose to get the COVID-19 vaccine.

Collaborate. Ideate. Activate.


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