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Shock Australians out of vaccine hesitancy, urges Grim Reaper mastermind Siimon Reynolds [Video]

The man credited with creating Australia’s most powerful public health campaign of all time has urged a “hardcore” message to overcome COVID-19 vaccine hesitancy.

Siimon Reynolds became a household name as the creative behind the 1987 ‘Grim Reaper’ advertising campaign which warned the public of the growing threat of HIV and AIDS. He later went on to co-found Photon Group, which is now Enero (which owns BMF, the agency responsible for the Federal Government’s vaccine campaign). He recently returned to Australia after several years in the US.

In an interview with Mumbrella to mark his appointment as chair of social e-commerce platform Buyers Circle, Reynolds was asked how he would tackle the communications challenge of overcoming Australians’ confusion and hesitancy about taking COVID vaccines.

Speaking as much of Australia went back into lockdown to contain new COVID outbreaks, Reynolds told Mumbrella: “It’s crazy they haven’t gone hard on ‘You’ve got to get the vaccine’. In the last ten …

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