NSW Government

NSW Government COVID-19 Influencer Campaign

Hello Social partnered with the NSW Government to target youth audiences and encourage them to keep up safe behaviours during the second Covid-19 wave.

The Challenge

Hello Social was engaged to deliver a targeted campaign to drive young Aussies to maintain COVID safe behaviours so the NSW state avoided overwhelming core health services. The target audience of 16-39-year-olds had the lowest booster rates, lowest compliance, and lowest perception of COVID threat, yet had the high transmission rates.

Our Solution

We developed a social-first campaign leveraging known faces in the youth influencer space, including: #1 Tik Tok talent in Australia, Millie Ford, the #1 Gamer in Australia, Loserfruit, Australian sporting talent and crowd favourites, Parramatta Eels NRL Player Mitchell Moses and Sydney Swans AFL Player Isaac Heeney, music sensation Thandi Pheonix and TikTok stars The Brother Boys and Conner Wood.

Talent delivered their own engaging take on the ask - delivering a mix of fun and entertaining concepts that demonstrated to young Aussies that COVID-19 wasn’t over, and that they needed to adhere to safe behaviors to avoid catching the virus.


  • Campaigns & Advertising
  • Social Media Strategy