Media Release | First Nations media amplifies vaccination campaign

First Nations media organisations across the country are working proactively to highlight the importance of having the COVID-19 vaccinations for our communities.

From Sydney to Geraldton, from Port August to Yirrkala, from Alice Springs to Charleville, First Nations media organisations have been producing social media, radio, online and television content to encourage conversation about vaccinations. With education being the key way to counteract misinformation, these discussions help people talk through concerns with health experts in a way that Aboriginal and Torres Strait Islander people can relate to.

In addition to direct campaign from Department of Health, First Nations media organisations have been getting creative about vaccination messaging, supporting community members to feel comfortable about getting the jab and responding to community concerns from a local perspective. Funding support of $250k from the Commonwealth Government has supported
First Nations media organisations to go above and beyond their usual broadcast services to get the word out and increase the vaccination levels in recent weeks, including content produced in Kriol, Ngaanyatjarra, Pitjantjarra, Warlpiri, Arrente, Yolgnu Matha and English languages.

Many of our media organisations have been sharing the views of community leaders around the vaccines. This includes recording interviews and taking photos at vaccination clinics; broadcasting live from Vaxathon events; producing podcasts; discussion panels and in-depth interview content. Our media has been talking to community members to share their own vaccination experiences and reasons for being vaccinated, as well as promoting vaccination opportunities in their local regions.

First Nations Media Australia CEO, Dennis Stokes said “I am really pleased to see the deadly work our First Nations media organisations are doing to increase COVID vaccination rates in our communities. The content that is being produced and distributed across the country through our own creative messaging has really engaged the community in a more specific, culturally appropriate way."

The campaign has seen a noteable rise in vaccination numbers within communities that have a dedicated First Nations media service working along side the local Aboriginal Medical Services. To give just one example, in Port Augusta Umeewarra Media has been working closely with the clinic to support the vaccination drive.

"Pika Wiya Aboriginal Health Service would like to thank the team at Umeewarra Media for the tremendous effort that has gone into the recent uptake of the Covid-19 vaccine in the Aboriginal community in Port Augusta and surrounds," said Registered Nurse, Rebecca Simpson, "We have certainly noticed an increase in Indigenous people who are now ready to consider, or have taken the opportunity to receive their first dose since Umeewarra Media has assisted. We look forward to continuing this collaboration."

Over the coming weeks, First Nations media organisations will continue to produce deadly content for the campaign, including the prospect of a third dose for the severely immunocompromised, as we head towards reaching the vaccination targets around the country.