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COVIDSafe: How the Australian government used TV to influence behaviour change

One way for brands to help reinforce customer loyalty is to partner with media channels that have the proven ability to drive behaviour change. Research shows TV is an ideal candidate for the task and for proof of its effectiveness, look no further than the COVIDSafe app.

Research in-field in early May 2020 determined that when it came to influencing the decision to download the app, TV had the biggest sway with 53% of those surveyed citing the platform as the most influential.

The objective

At the end of April, the Australian government launched the COVIDSafe app to help trace when people may have come into contact with COVID-19 cases. The app helps state and territory health officials to quickly contact people who may have been exposed to the virus. The government set an informal goal to sign up 40% of the population to help stop the spread.

The results

Research conducted by Ipsos in early May determined that when it came to influencing the decision to download the app, TV had the biggest sway. Fifty-three per cent of those surveyed cited the platform as the most influential. News media was the next most influential platform (11%) followed by radio (8%).

In the space of three short weeks, 6 million people changed their behaviour spurred on, in large part, by the persuasive power of TV.

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