BRIEF: Convince Victorians to follow guidelines to stop community spread of COVID-19.
TARGET AUDIENCE: The general public of Victoria.
BACKGROUND: As a result of months of restrictions, a glimpse of normality and tougher restrictions, the public can no longer imagine an end. They are at the end of their tether and potentially losing trust in government direction at the most definitive time, with stage 4 lockdown nearing an end. This is the home stretch and our actions now will define the weeks/months to come.
INSIGHT: Tangibly we have to social distance by 1.5M, metaphorically we're that distance from the things we want most right now.