AAMI calls Australians to ‘Vax-Up’ in latest campaign

AAMI is getting behind Australia’s vaccination drive, encouraging their fellow Aussies to roll up their sleeves and ‘Vax-Up’ to help in the recovery from COVID-19.


AAMI’s ‘Vax Up Australia’ features the hero of current ads, Keith, the joyful spirit of the AAMI Queens of Broken Hill and brings back one of Australia’s most beloved couples: Rhonda and Ketut.


With the overall theme of ‘together we are stronger’ each character shows their vaxxed arms to encourage Australians to do the same. And yes, there’s a little ray of ‘like a sunrise’ surprise to add to the mix too.


Says Mim Haysom, CMO/EGM Brand and Marketing at Suncorp Group: We have seen the significant impact COVID-19 continues to have on our country, our people and our communities. Therefore, we strongly support the need for a rapid, efficient, safe, and effective vaccination strategy for Australia. It’s also why we’ve launched our own call to arms campaign encouraging Australians to take action, as getting vaccinated is our ticket to a more ‘normal’ existence and getting back to doing what we love.”


In addition, AAMI continues to offer Free Roadside Assist for first responders, hospital staff and COVID-19 healthcare workers until the end of the year.


“As an insurer, we’re in the business of recovery. Now, more than ever, it’s important that we all come together to help Australians get back on the road to recovery”, adds Haysom.


Says Toby Gill, AAMI Brand and Marketing Manager: “As a brand, we wanted to deliver this important message in a positive, uplifting way. An optimistic call to arms to convey the hope of the future that being vaccinated brings. And that’s why we leaned into our beloved and most famous characters to herald the call”.


AAMI’s Free Roadside Assist for first responders, hospital staff and COVID-19 healthcare workers continues to run nationally, and the ‘Vax-Up Australia’ campaign appearing nationally from September 18.



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