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February 1, 2021

Australia’s Great Vaccine Roll Out: Communicating through the COVID-19 Inoculation Initiative

We are fast approaching one of the largest health undertakings in 60 years, since the move to eradicate polio in the 1950’s. Australia’s vaccination initiative presents a mammoth challenge for everyone, particularly communicators. 

From government at all levels, to aged and health care services, to logistics providers as we distribute the vaccine; to the business community at large, such as corporates & NGOs. From the retail sector right through to education, travel and tourism, this impacts all of us as we work through the mass inoculation initiative of 2021.

With that in mind, planning and tracking, and measuring the execution of your communications strategy has never been more important. At Isentia, our Insights and Research team can support you with this important task, with a range of media intelligence and in-depth analysis solutions to help.

It’s also important to note that our research is not just for the PR & Media team, it’s used at all levels of an organisation across multiple role types, from HR teams, through to Strategy & Engagement teams. We just use the media (including social media), and/or the general public through our survey capabilities as a source of information. 

Here are some of the questions we can help answer and some ways we can support you around the COVID-19 vaccination roll out:

How do I track the effectiveness of our communication on vaccination?

Isentia Policy Insights is a great way to understand how your initiatives and approaches are being received. Isentia will help you to navigate through the communication stages of vaccination and policy/regulation around vaccine directives, tracking your effectiveness. Using a customised approach to meet your needs Isentia can draw upon contextual social media analysis, survey data and traditional media analysis. This can help you to understand what narratives are being put into the market, how people are reacting to them and how attitudes are shifting. Most importantly for policy analysis, Isentia always digs deeper than just assessing attitudes and narratives to assess risks and opportunities for your organisation and help you plan your communications strategy. For example, you could deep dive into the conversations around vaccine hesitancy and look at addressing trending topics around this.


I’m planning our communications strategy around the vaccine and would like to understand what’s worked in other countries who are already in the execution phase of their vaccination roll out.

Isentia’s International Media Insights will allow you to analyse media coverage from other countries around the world, to examine some of the emerging issues, message cut through, and considerations which could be applied to your strategy and remit. Isentia’s International Media Analysis is an ideal way to leverage the benefit of Australia’s position, where we can learn from other countries who have gone before us with the vaccine. Isentia can provide you with in depth research and evaluation of other countries vaccination communication programs. This combined with a pulse check of the current sentiment and issues around vaccination in the Australian media would be a powerful tool, for evidence and research-based planning.


Vaccination can be contentious, how can I stay across the broader narratives and look for risk and opportunities that are relevant to my communication?

Isentia’s Insights team can help you identify what narratives are being discussed in traditional media and how conversations are evolving on social media. Through contextual social media analysis we can see the effect of different communications on public response, and our audience sentiment analysis can look at how various people are thinking and feeling about the vaccine and how they respond to new information. Our award-winning Insights team has decades of communications experience at its disposal, and doesn’t just analyse data for you but can help to workshop the findings and discuss effective communication strategies in a volatile period.


How can I see the most influential voices on vaccination, is there anything I can learn from who leads the discussion?

Isentia can help you identify the highest impact influencers, what they are saying and where their messaging aligns with yours as well as where it diverges. Using our Media Impact Score we can provide a standardised methodology to assess the effectiveness of each influencer to provide you with a data-driven method to identify key targets. We can also categorise those targets so that you not only know who to contact, but about what. We are experts in isolating and identifying nuanced mischaracterisations that are being communicated to the market and help you more effectively work to counteract misinformation about your policy and activities but also about issues like vaccines in general.


I work in the aged care sector, I want to understand my position and overall reputation – I want to use the vaccination approach to rebuild some trust, particularly following the Aged Care Royal Commission

Reputation and Audience Sentiment Analysis at Isentia combines survey and social media research to assess what people are thinking and saying about a brand or an issue, and most importantly what’s driving those opinions. The aim of our research is not only to provide you with benchmarks and an overview of opinion, but to help drive strategic and tactical conversations within your organisation about your communications activities.


How do I stay across the issue broadly? I want to track what’s being said around vaccinations in Australia.

Isentia has a number of Daily Briefing options available, from daily weekdays, or 7 days a week coverage or a weekly subscription. This round up of key news, collated by an expert editor provides a snapshot of coverage relating to the vaccination, so you are fully informed. This serves as a tool for tactical response on a day to day basis, and helps you manage your response to a story that is constantly developing and changing rapidly. With the Daily COVID Vaccination Briefing, we make sure you haven’t missed any key stories, and will help you digest the key information as quickly as possible so that you are fully prepared for the day ahead.


I need to communicate with non-English audiences around the vaccination. How can I gain trust and confirm that my message is being heard?

At Isentia, we have a CALD media monitoring service which monitors non-English print publications along with online sources. We can also analyse the effectiveness of your communications through media analysis, and identify any misinformation and ensure your messages are getting traction.


To learn more or to speak to a consultant, get in touch today.

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Credit keeps the world economy moving, with Visa, MasterCard and American Express brand names easily identifiable. This Global report sheds light on international trends and zeroing in on how credit card incentives are discussed in Singapore.

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The social trends and audience behind healthy drinking behaviour

While the pandemic and lockdowns made some people more likely to grab an alcoholic drink, audience interest in low alcohol or no alcohol drinks keeps growing online, both globally and in Australia. 

But what events are driving Australians towards the #sobercurious lifestyle? And which brands are piquing their interest?

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According to data from our sister company Pulsar, social conversation and search interest in low-no-alcohol peaked in April '21-Oct '21 as the press announced a $1 million government grant (as part of the Australian Government’s Modern Manufacturing Strategy) was awarded to Modus Operandi Brewery to manufacture a non-alcoholic ale, NORT. The mentions of low/no-alcohol experienced a peak in June, leading to Dry July and Sober October.

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Mention metrics show that health and socialising are major motivational drivers for Australians when choosing a drink of the low/no-alcohol variety. The two are closely related, as prominent tags associated with low/no-alcohol mentions are #mindfuldrinking, #soberissexy, and #soberdating.

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Meanwhile, popular millennial and gen z media outlets like Fashion Journal and Refinery29 are reporting on how-tos and the benefits of sober dating. Young Australians are reading that by avoiding the booze, their anxiety is reduced, and they are setting themselves up for relationship success.

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Mental health improvements associated with the trend aren’t the only benefits being publicised; the physical gains are too. Australian media personality Erin Holland told Women’s Health Magazine that her preparation for the popular reality series SAS Australia involved a strict no-alcohol rule. Rugby union Wallaby player Radiko Samo credited a no-alcohol stance to his improved performance on the field.

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The data also suggests Australians genuinely enjoy the taste of low/no-alcohol beverages followed by ethical reasons. For centuries, abstinence from alcoholic drinking has been tied to ethical beliefs, but open discussion and acknowledgment of Australia’s amoral history keep this motivator current. Aboriginal-owned and led non-alcoholic craft brewers SOBAH advocate for this and aim to break toxic Indigenous stereotypes by providing “healing opportunities outside the reliance on government funding and control."

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Globally, drinks like beer, vodka, and whiskey tend to be more popular, but Australian consumers are hitting the spirits and mixers. Non-alcoholic cocktail bars were springing up across Australian metropolitan areas like Brunswick Aces in Melbourne, giving non-drinkers a chance to socialise without feeling left out. From hotels to online delivery services, hospitality businesses connect with Aussies’ healthier lifestyle choices. In particular, small-batch distilleries and breweries utilising bush tucker flavours are getting covered in widely read hospitality and entertainment sites like Broadsheet. 

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Australian-made distilleries are also proud to represent the small-batch, independent ethos which aligns with the Aussie tendency to support one-of-kind artisanal producers over big-name brands.

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British and Australian brands Seedlip and Lyre’s appear as the most mentioned across media platforms between July-November 21. In the news, Aussie founded Lyres had taken out best non-alcoholic spirit for their Italian spritz at the San Francisco World Spirits Competition. Seedlip took out two non-alcoholic spirit awards in the Australian Drinks Awards held in November 2021.

While we might expect fitness enthusiasts to be discussing the benefits of lowering alcohol consumption online, a deep dive into the different audiences talking about low alcohol brands reveals this is a popular conversation amongst more niche subcultures.

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Across twitter, discussions of non-alcohol spirits are popular amongst Australian bookworms. Popular non-alcoholic brands like Lyres and Seadrift use old-fashioned or themed storytelling as part of their branding language—an aesthetic that lets  literary lovers know they ”can enjoy the mirth and merriment of a soiree or shindig” without alcohol. This group is also keen to share with their community the book they are currently reading and a matching mocktail.

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This trend continues to grow as Aussies aspire for optimal performance at work, in their social and romantic lives, and for their overall wellness. The data shows Aussies celebrating and sharing their alcohol-free experiences with their digital communities, and with the backing from the government and smaller brands taking out big awards, this trend continues to offer Australians an opportunity to get on the wagon.

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This blog was produced using data from our sister company 
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Thought Leadership
Australia gets on the wagon: what’s driving low and no alcohol trends
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The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements.

Isentia, the leading media intelligence and insights solutions provider in the Philippines and Asia-Pacific, has created a report documenting the first 30 days of the Philippine Presidential Election campaigns.

The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022.

Fill up the form below to download the whitepaper and read more.

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Whitepaper
ISENTIA PHILIPPINES – The First 30 Days: The Philippine Presidential Race Campaign Period at a Glance

The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements. The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022. Fill up the form to download the whitepaper and read more.

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IIt was just a week ago when I was asked to travel to Canberra to assist the Isentia Canberra team with the 2022-23 Budget. The team was preparing to provide our clients with a range of Parliamentary Services to support them throughout the Budget announcement and plethora of reactions, resulting in the most significant media day of the year. 

Isentia has an office right in the middle of the Parliamentary press gallery, above the House of Representatives, alongside the ABC, The Conversation, 9 News, 7 News and SBS had my head reeling. We are in the thick of the Budget conversation at Parliament House and have access to the Budget papers during lock-up. I am not going to lie, I would have loved to have gotten my hands and eyes on what lay inside the mass that is the Budget, but I was just as excited to be a part of Isentia’s first live stream of the conga line to deliver immediate stakeholder perspectives.

Lock-up team Whitney and Crystal ready to unpack the 2022 Budget for clients, pictured with Account Executives Melvic (right) and Nikhar (left)

This is my first time in Canberra and walking into Parliament House. It may sound ridiculous to some, but I felt the magnitude of decisions and words within this space as soon as I arrived. This could be due to the physical size of the building, the maze of corridors (I did get lost), or that Greg Hunt, Minister for Health and Aged Care, passes by you, or Laura Tingle, ABC political journo heavyweight, is standing inside the courtyard cafe – no longer just a revered top news journalist on my TV screen. I am tempted to approach her and ask her thoughts on any Budget revelations, but professionalism nips that one in the bud.

The live stream is my main priority and ensuring we capture stakeholder responses as soon as lock-up ends. With the cool, calm, and collected Melvic (Canberra Account Executive) by my side, I felt we were prepared to capture all the opinions and critical commentary on Frydenberg’s latest Budget. But as Melvic had said to me plenty of times over the past couple of days while in Canberra, “you can’t exactly prepare for Budget night.” Speeches can go on for longer, lock-up can be delayed, and elevators can stop working. It was 7.30pm, and we (Melvic and myself) could not get to the second floor, where the press gallery and the conga line were to be. After semi-frantically looking for a way to get there – the elevator wouldn’t go to floor two, and the staircase was blocked off – our prayers were answered in the presence of a former staffer who took pity and showed us to an elevator that could get us there. The doors opened, and we were awkwardly confronted by a crowd of diners enjoying a catered event, but after casually walking by, we were able to get to the gallery and stream the conga line.

I staked my claim on a small footprint of space to set up Isentia’s nimble streaming equipment among tall, solid guys supporting big TV broadcast cameras. As speakers were changing over, we had to pause for one of them to change their camera battery. The speakers were unfazed by the background buzzing of phones, regular triggering of Parliament House clocks and adrenaline-pumped chatter of people in the corridors. I was particularly moved by the words of Carolyn Smith, Aged Care Director at the United Workers Union and a team of aged care workers who felt a lack of respect for what the Budget provided them. I wondered how journalists could keep it together when they were listening to the stories and concerns of people who really feel impacted by the decisions made here. These are comments and opinions that matter to our clients, and providing this service allows them to better inform their operations and objectives. After the last speaker, Melissa Donnelly, National President of the Community & Public Sector Union, had finished, the live stream was done. But the active alerts team weren’t.

Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)
Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)

The team, rapid-firing live alerts to clients after lock-up release, are able to provide clients near-immediate knowledge of key topics concerning their organisation. This being my crash course introduction to the chaos of a Budget night, I was not expecting the personal understanding and touch that went into the live active alerting process for clients. I pictured images of machines whirring and topics automatically ticking through Budget content, machines that made a detached decision about what was relevant to clients and made blanket sends without consideration. How our Account Executives, Crystal and Whitney, understood the ins and outs of the needs held by our clients does make a real difference to accuracy and content relevancy.

With the speed and focus they applied to this product offering (active alerts), you would have thought they were machines anyway. But a machine is not going to have their ongoing long-term client relationship and understanding of client development.

 It’s a wrap! Budget 2022 Isentia team, (from left) Crystal (Account Executive) Loren (Marketing Executive ANZ), Whitney (Account Executive), Melvic (Account Executive), Nikhar (Account Executive), Russ (Chief Commercial Officer). 

After the last active alert was sent, you could still feel the adrenaline. The pace and unpredictable circumstances that this team worked under were staggering, but we made it in the end. After a justified amount of snacking, we packed up the Isentia Parliament office and found our way to the car park, where everyone there that night was in a state of buzzed debriefing as they crouched into their Ubers home. I doubt anyone there got more than 5 hours of sleep that night, but it was amazing to be a part of how Isentia offers a unique service to clients. We look forward to giving the same level of tailored content to clients during the election coverage.

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Isentia bringing the 2022-23 Budget to Clients

Our Marketing Executive gets a crash course in Budget night at Isentia. We provide tailored media intelligence offerings. Discover the Isentia difference!

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Get in touch or request a demo.