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November 2021

Million Dollar Vax Campaign Learnings

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Description:

The Million Dollar Vax (MDV) competition ran in October 2021 and aimed to increase the rate of COVID-19 vaccinations nationally. Its goal was to reduce the burden on Australia’s healthcare systems and reduce the risk of infection to the most vulnerable in the community including people with disability. The campaign targeted regions with low vaccination rates. Million Dollar Vax broke records with the highest number of unique entries over 4 weeks for any competition ever held in Australia. Australia saw a 9.8% increase in first dose vaccinations in October.

 

Following the end of the competition, IMI International was commissioned to understand the impact of the MDV on people’s attitudes and behaviours towards vaccination. The analysis found that MDV positively impacted the behaviours of Australians towards vaccinations, and were vaccinated sooner than they would have been otherwise, had MDV not existed.


Citation:

Million Dollar Vax campaign learnings – General population study: November 2021. Summer Foundation and IMI International.


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