A Saskatchewan ad agency has admitted to using a fear-based approach to encourage Covid-19 vaccination in an advertisement completed for the province’s Ministry of Health.
Brown Communications Group, which created the campaign, recently said on its website that it targeted people who were vaccine-hesitant or resistant by tapping “into a base potential fear” of how their vaccination status could affect their lives.
“At the time of the campaign, those who feared Covid-19 and those who were community-minded had already received the vaccine. That’s why appealing to our audience’s altruism or sense of greater good wasn’t going to be effective. Rather, we needed to focus on how individuals could be affected moving forward,” wrote Brown Communications Group.
“We strategized that if someone’s vaccination status began affecting their social life, travel plans, or entertainment, that could be the final motivation needed to get on board. So, we tapped into a base potential fear of this group: the Fear of Missing Out.”
The campaign coincided with the introduction of Saskatchewan’s proof of vaccination policy, which required people to show proof of vaccination or a negative test to enter restaurants, bars, and other services because of a personal health decision.
The web page is being used by the company to advertise its various clients and successful campaigns.
Saskatchewan’s policy was in effect from Oct. 1, 2021 to Feb. 14, 2022, when the province lifted all Covid-19-related restrictions.
Brown Communications Group’s campaign featured two videos: one showing a tailgate party of Saskatchewan RoughRider fans, and another showing a house party. In both videos, an unvaccinated person was discriminated against.
The campaign did not address the reasons some people were either hesitant or resistant to getting vaccinated, such as health conditions, religious beliefs or doubt in the efficacy of the vaccine.
True North reached out to the Saskatchewan Ministry of Health for comment on the company’s characterization of the campaign but did not receive a response by the time the article was published.
Brown Communications Group went on to celebrate how the campaign “earned high engagement,” as well as “praise from our client.”
Among the former clients listed on Brown Communication Group’s website are the RCMP, Health Canada, Elections Saskatchewan, and others.
