Do Not Visit Victoria: Do Not Visit Victoria

In the wake of Melbourne's second lockdown, significant numbers of Melburnians began ignoring medical advice by breaking lockdown and heading to Regional Victoria, putting these towns at significant risk and causing widespread distress. Regional towns are not built to handle an outbreak and the existing comms were not getting through.

We decided to convey the importance of staying at home through the most simple device possible. Postcards. Postcards highlighting what was beautiful and inviting about Regional Victoria and why the only way to help protect these areas was to stay away and stop the spread of COVID-19. The response was immense.

Thousands upon thousands of Regional Victorians contacted us to include their towns. Due to overwhelming demand, a store was set up for people to print the artwork on various items, with proceeds to be directed to charity.

A national conversation emerged, with the campaign appearing in print and digital in major newspapers. Multiple radio networks covered the campaign and opened live discussions on air. The Melbourne Museum has even expressed interest in including the artwork in a curation surrounding the pandemic.

With a budget of zero, and no media expenditure, tens of millions of earned media was achieved in helping get across the importance of protecting Regional Victoria from COVID-19.