The Factsination
The A–Z of things more likely to kill you than the AZ

The challenge

For Australians, the only path out of COVID-19 lockdowns was for 80% of the population to be vaccinated. While we had millions of doses of the AstraZeneca vaccine, misinformation spread and no-one was getting it. But the risks of the jab are minuscule when compared to the risks of COVID; let alone so many things we do in our daily lives.

Our tendency to use the information that comes to mind fastest as the basis for our decisions. Essentially, if an example of something is easy to recall, we’re more likely to think that it’s common, representative and/or true.

Behavioural insight  |  Availability Bias

The solution

Fight fear with Facts. Launching our message organically on Instagram, we published 26 individual posts demonstrating everyday activities riskier than the AZ. Whether taking aspirin, exercising, using a lawnmower or in the middle of a quickie; we put the fear of the jab into perspective.

The results

Without a cent of paid media, our message was seen and heard around the country. With millions of dollars of donated media, the campaign spread to TV, radio, digital and out-of-home. By breaking down the misinformation surrounding AstraZeneca and fighting fear with facts, uptake of the AZ rose by 52%; and before long, lockdowns began to lift.



increase in AZ uptake
impressions in the first 72 hours
Instagram followers in the first 72 hours
campaign reach