This photo was taken on September 13, when lockdown eased and five vaccinated adults were permitted to gather for a picnic. It was the team’s first face-to-face meeting since launching the campaign. Photo thanks to #VaxTheIllawarra.
On September 2, #VaxTheIllawarra burst onto the social media scene like the soda fountain of good sense we’ve all been waiting for.
“Together, we can make Illawarra and the Shoalhaven Australia’s first region to be 80% fully vaccinated,” one of the first posts said.
“Vaccination is our only way to end COVID restrictions and uncertainty.
“Let’s rally together to support local business and our community.”
The campaign calls on Local Heroes, known and trusted community members, who support the vaccination effort in a series of videos.
Its message is clear – unlike the Federal Government’s July campaign to ‘Arm Yourself’, it can’t be confused with an instruction to get a weapon. In fact, with a swish website, graphics and strategy, it’s so professional you might think it was a cashed-up Department of Health initiative, rather than a grassroots effort relying largely on talented volunteers.
So who’s behind it? Vicki Tiegs and Jeremy Lasek kindly took time to answer our questions.
Whose idea was #VaxTheIllawarra and when did inspiration strike?
#VaxTheIllawarra came from the frustration of a small group of community-minded citizens who felt something positive needed to happen to speed up an end to lockdowns. This region seemed to be caught up in the Greater Sydney restrictions, unfairly many of us felt, yet there was precious little vaccine available for those who wanted it (particularly Pfizer). The protest by anti-vaxxers at the lighthouse was the final straw. We decided to mobilise, at a grassroots, non-political level and start a pro-vaccination public health campaign, the first regional campaign of its type seen in Australia and possibly the only one of its type in the world.
Please tell us about the team behind the scenes.
It’s a very mixed group, covering a whole range of skill-sets and experience. The common thread is our passion for our community, great connections across business and community, and a roll-up-your-sleeves desire to get the job done. Vicki Tiegs OAM is one of the region’s top PR/marketing executives and founding co-director of Waples. Toby Dawson is a powerhouse in the Illawarra’s community engagement and is head of strategic partnerships at the IRT Group. Kylie-Ann Haynes is an event management specialist and has overseen some of the country’s biggest events, specialising in major sport. Grant Plecas has had his heart and soul in the community for decades, including leading the Cancer Council in SE NSW. Jeremy Lasek is a former journalist, TV news director and has headed communications for the ACT Government and the AFP. Both Vicki and Grant are past Wollongong Citizens of the Year.
What has the response been like – any surprises?
No surprises, except how overwhelmingly positive the response has been from everyone we have approached: business, community, sport, disability, Aboriginal, multicultural, arts and culture, the list goes on. We have been staggered by the support we have received and we are now closing in on 100 incredible ambassadors. The media has also been amazing. Every single media outlet has said ‘yes, just tell us what we can do to help’. In just four weeks we have a great following on social media, have a busy and informative website (the go-to place for where to get a vaccination), we are in the media prominently on a daily basis, and, most importantly, with more vaccine hitting the region, our vaccination rates are quickly rising.
You’ve run a fantastic campaign featuring Local Heroes, from Emma McKeon to the Governor-General, David Hurley. What’s been the highlight?
There are too many highlights to mention really. Securing Emma so soon after her incredible achievements at the Olympics was a real coup and the perfect launch pad. The Governor-General is a former Port Kembla boy and he and his wife didn’t hesitate to offer their support when asked. We think the strength of the campaign is the diversity of voices and faces who have been willing to share their stories and to make the case for people to get vaccinated real. From brave ICU nurses and patients who literally came back from the dead, to our biggest sporting superstars and entertainers, the common catchcry is ‘let’s #vaxtheillawarra’.
Are you working on a voluntary basis, or is partner funding covering the time put into this campaign?
The vast majority of the work is being done voluntarily – it’s been pretty much a 24/7 operation which hasn’t slowed down since we decided to hit GO. The generous financial support from business, community organisations and some individuals is helping cover the hard costs to get the campaign running. Illawarra Health and Medical Research Institute (IHMRI) is the recipient of all funds and any monies left over once the campaign wraps up will go to a local mental health project. Mental health has been heavily affected during Covid so both IHMRI and our working group think that is a perfect solution.
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