Case Study: Public Relation Campaigns for COVID-19 Vaccines

This case study examines the public relation campaign developed by the Department of Health in Australia to promote COVID-19 vaccines among young adults aged 25-29. It details the demographic and psychographic characteristics of the target segment and discusses the strategies used to address vaccine hesitancy and encourage vaccination. The campaign utilized various communication channels, including online resources, news media, and talk shows, to educate citizens about the benefits of vaccines and address their concerns. The case study also contrasts PR and non-PR campaign approaches, highlighting the importance of tailored messaging and proactive communication in public health initiatives. The analysis concludes that the campaign was successful in increasing vaccination rates and contributing to the control of the COVID-19 pandemic in Australia.

case study developing public relation campaigns

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Details of segment.......................................................................................................................4
Online research on public relation...............................................................................................5
PR campaign and non – PR campaign.........................................................................................5
Release for newspaper.................................................................................................................6
Issues............................................................................................................................................7
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................8

Executive Summary
Public relation plays a crucial role in educating people and motivating them so that goals can be
achieved. In given case Department of Health has taken necessary steps to provide proper details
about vaccines to citizens of Australia of age group 25 to 29 years. They are optimistic and it
was essential to give them information so that they can get vaccinated and it will help in stopping
spread of virus. In report benefits of vaccination had been described and how it will prevent
people from virus.

INTRODUCTION
Public relation plays a crucial role in promotion of products and help in motivating people to
buy particular product. It is responsibility of managers to organise campaigns so that consumers
can get details about product and it will help in influencing them (Acquadro Maran and et.al.,
(2020)). In the given case, Department of Health has adopted an intensive plan for public relation
to promote taking vaccines by young citizens of 25 – 29 years old. With help of campaign, they
want to tell citizens about benefits of vaccine for safety of people. In present report, details of
campaign and how it was organised is discussed and importance of public relation.
MAIN BODY
Details of segment
COVID 19 has started in Australia since March 2020, to tell people about this virus,
Department of Health take initiative to provide relevant information to citizens and tell them how
harmful it is. Daily in newspaper, it has been given that how many people had died due to corona
virus and vaccines are provided for 25 – 29 years old people. They should go and get vaccinated
so they are safe and ratio of people who are dying will be decreased. It is important to organise
campaign in which all relevant information related to vaccines should be provided to citizens and
this will help in influencing people to get vaccinated. There are some psychographics in public
relations such as, attitudes, values, fears, lifestyle and interest. This may affect decision of a
person because may be some people are having fear of injection and they do not want to get
vaccinated (Imamah and et.al., (2020)).
So, Department of Health should make it clear in campaign that citizens should not have
fear because it is for safety of people form corona virus. If they want to be safe then they have to
suffer pain and get vaccinated. Campaign must be presented in creative way so that 25 to 29
years old citizen get influenced and be ready for vaccination. Attitude of people is different, their
lifestyle, interest and values vary from each other. All the citizens are having various perspective
about vaccines and having some doubts like, is there any side effect of vaccine or any other. So,
it is responsibility of Department of Health to take necessary steps and organise campaign to
promote taking vaccines by the young citizens aged between 25 – 29 years old (Kohls and et.al.,
(2017)). “Stop The Spread” was campaign which was organised by government to promote
vaccines by young people and raise awareness among people to stop spread of corona virus by

helping Department of Health and all citizens of 25 to 29 years old must get vaccinated so that
ratio of COVID 19 can be decreased and this will be beneficial for all.
Online research on public relation
In Australia, Department of Health organise a campaign to promote vaccines for young
citizen of age group 25 to 29 years. They were optimistic about taking vaccine but it was
important to control impact of COVID 19, many people are dead and many are suffering from
this virus. It is duty of government to take necessary steps so that all citizens should get relevant
information about benefits of vaccines and it will help in preventing for virus. In campaign
health department provide details about how they can take some measures for safety such as,
keep your hands clean, wash it properly before eating, opening windows, wear a mask, continue
physical distancing, take proper precaution (Nasucha & Kertanegara, (2020)). The aim of
organising campaign was to encourage people of Australia to get their vaccine and they should
not listen to other people about their perspective because sometimes , it happen that when we
interact with other person, they share their views about vaccination and it has negative impact on
other person. So, this campaign was organised by Department of Health for safety of citizens of
Australia and motivate them to take vaccine on time so that they will be safe.
Some expert doctors were also available in campaign and they share their views about
vaccines, tell advantages and there are no side effects of this. It is made after proper research and
trial has been done. There is no risk to anyone and it is beneficial for all. It was important to
arrange campaign because people are having negative thoughts about vaccine and they are
having fear. So, to remove their negative perspective and encourage them this campaign was
organised to educate people about corona virus and its impact.
PR campaign and non – PR campaign
Public relation is important for all organisations because it helps in maintaining good
relation with people and encourage them for buying a particular product. In given case study it is
mentioned that a campaign was organised by Department of Health to promote vaccines for
young citizens of age 25 to 29 years. It is crucial to take necessary steps for safety of citizens and
proper plans should be made by government to educate people and communicate them about
benefits of vaccines. The campaign which was organised by health department to encourage
people to get vaccinated for that they take help of newspaper (Vallone and et.al., (2018)). They
give advertisement and short articles about benefits of vaccines and how impact of corona virus

can be stopped. It is essential to educate citizens of Australia so that they will be influenced and
get vaccinates as soon as possible. In March, corona virus was spreading so fast, it was difficult
to handle situation. So, department of health. Some public relations are, paid advertisement,
ongoing publicity.
From this paid advertisement is being used by department of health. Non-public relation
campaign is organised with aim of not earning profit. The aim of non-public relation is to
educate persons and they want safety of citizens. In the given case study, it has been noticed that
the aim of organising campaign was to educate citizens of Australia and provide them relevant
information about vaccine. They had arranged campaign very well and aim of providing details
to people were successful. After this campaign all citizens of age group 25 to 29 years get
vaccinated and due to this there was a decline in patients of corona virus. In every country such
steps should be taken so that all people can get correct information and get vaccinated for their
safety.
Release for newspaper
It is essential to stop COVID 19 because form this many people are suffering and this is
not good for country. There are many people who are suffering from this disease and to control
corona virus it is important that all people should get vaccinated. Some people are listening to
half information and make perspective that vaccines have side effects and it is not good. This is
not true a person should gather proper and relevant details so that it will help them in identifying
benefits of vaccines. Doctors have tested it and then applied it for use, so it is not harmful for
anyone. “STOP THE SPREAD” is tagline for campaign which was organised by Department of
Health for safety of citizens of Australia and necessary steps are being taken to improve overall
condition of country. It is essential to provide relevant details to people because may be they are
having queries or they are not satisfied with the information they get form news channel. This
campaign is to educate people about vaccines and its importance (Zhao, Faulkner & Perry,
(2020)). All people should attend it so that all their doubts can be solved and it will help in
development of country.
This article should be given at front page of newspaper so that citizens can read it and
influence by it. People of age group 25 to 29 years should be motivated and get vaccinated for
their safety and for sake of family members. For further details citizens can contact to number

given below or can mail their queries on mail id of company. This will help in solving all issues
or queries of people and change their decision.
Contact no.- 122-235477-746
Email ID- [e-mail]
Issues
In Australia, government take many steps to educate citizens that vaccines are safe and
they should get vaccinated because it is important. There were many talk shows which are being
organised by health department for safety of people and to provide them proper education about
corona virus, its impact on life of a person and why vaccines are important. People of Australia
were not ready to take vaccination because they are thinking that it has side effects which is
harmful for them. many short videos were made by department of health so that citizens can get
proper and relevant information. In the videos, doctor’s advice is also mentioned and benefits of
vaccines is described. Some talk shows which were made are, how the virus spreads, looking
after your mental health, living the new normal, physical wellbeing, thanks Australia, stay
informed, supporting older Australians, keep social distancing, wash your hands properly, stay
home and get tested. One of the famous talk show was “Stop the Spread”, to educate people of
Australia that how we can stop the spread of corona virus. It is important to take steps which are
crucial for safety of citizens and they should try to follow instructions to protect lives of people.
In this talk show it is explained that how an individual person can stop spread of corona
virus such as, cough and sneeze in a tissue and put it in the dustbin. Wash your hands properly
with soap and water so that if you touch anything then it will be safe. If a person feels sick then
take advice from doctor or contact medical team. Proper precautions should be taken to reduce
risk, use sanitisers and wash vegetables before using it. These are some ways by which spread of
corona virus can be stopped and it will help in creating positive environment. People of age
group 25 to 29 years must get vaccinated as it is necessary for safety of all and it will help in
reducing risk.

CONCLUSION
From the above discussion it can be concluded that, vaccination is important for all and it
will help in preventing from corona virus. For providing relevant information to people a
campaign was organised by Department of Health and correct details were given so that people
can get vaccinated. An article was given in newspaper on front page to encourage citizens of
Australia and educate them about benefits of vaccines has been described. Public relation and
non- public relation campaign has been discussed.

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