Campaign pitch

This proposed 2021 campaign is asking for Australia’s support with eliminating the Trade-Related Aspects of Intellectual Property Rights (TRIPS) upon the COVID-19 vaccine. By sharing the campaign post, this will reach and inform a larger group of Australians in order to influence political change. Once the TRIPS waiver has been passed, this will lower the retail price of COVID vaccines and will ensure that the vaccines can be made more accessible for countries and individuals who are facing financial hardship.

The campaign’s target audience are dedicated and loyal Australians who are passionate about international and humanitarian issues without using a face-to-face channel. The campaign is to be shared via social media, spe- cifically on MSF’s Instagram page. This will allow the campaign to establish a direct conversation with the target audience as well as address a large community of people who share similar morals and opinions. The call-to-ac- tion for the campaign is to get the user to reshare the posts on their own social media pages in order to increase the campaign’s publicity and reach a larger audience. The campaign utilises puzzle pieces to symbolise a theme of cohesion, as the COVID pandemic is a global issue that requires society to cooperate together. Therefore the campaign describes the Australian population as a collective force that must rally their support in order to combat against the troubling COVID pandemic. This in- fluences the target audience to do their part by sharing the campaign post in order to expand support.