On Sunday July 11, the Federal Government released two new COVID-19 campaigns. The first, shared across Australia, is a call to “arm yourself” (and others) against the virus by getting vaccinated as soon as you’re eligible.

The second is a graphic fear appeal, broadcast only in NSW, which shows a young woman in a hospital bed struggling to breathe. The advert has the caption: “COVID-19 can affect anyone. Stay home. Get tested. Book your vaccination.”

It’s clearly intended to leave the NSW audience shaken by the severity of the virus, and with the knowledge that residents, particularly younger people, are susceptible to the virus.

It’s easy to see why fear-based campaigns are appealing. Some may even think focusing the public’s attention on the severity of COVID is necessary to combat complacency in the wake of the low number of deaths in Australia overall.