Time Out’s research and strategy arm has developed the campaign to create behavioural change among venue patrons
Public awareness campaign ‘Check. Check. Check’ is rolling out across NSW, encouraging punters to play their part alongside venues to stay Covid-19 safe.
The campaign, spearheaded by the Night TIme Industries Association with the help of a large collective of agencies, publishers, hospitality venues, bar staff, chefs and entertainers, will reach four million urban patrons via outdoor signage, in-venue merchandise, media placements and a TVC.
Inspired by the 1980s Cancer Council campaign ‘Slip. Slop. Slap’, ‘Check. Check. Check’ acts as a mnemonic for a new ‘going out’ routine, reminding punters to ‘check in’ with their correct details at the venue door; ‘check’ their hands by regularly washing and sanitising; and keep themselves and their friends safe by keeping their physical distancing ‘in check’.
Time Out Australia’s recently launched research, insights and strategy arm, Time Out for Business, is responsible for the Check. Check. Check campaign strategy.
Time Out Australia’s managing director, Michael Rodrigues, says, “Check. Check. Check. draws inspiration from the award-winning Sydney Doesn't Suck campaign, a movement highlighting the positive work Sydney’s hospitality and entertainment venues are doing to limit their use of single-use plastic straws, as well as the NTIA's Unite for the Night campaign that championed the lift of the lockouts in Sydney – two positive change campaigns Time Out previously championed.
"What all these campaigns share in common is their ability to reach, move and create behavioural change with three stakeholder groups concurrently: government, industry and consumers. It's not easy, but it can be done if you know how."
Check. Check. Check has been brought to life through a 60-second TVC by creative agency Elastic Studios, featuring comedian Matt Okine, musician Annie Hamilton and Sokyo executive chef Chase Kojima.
The campaign blitz saw a statewide PR campaign powered by environmental, social and cultural cause communications agency the Bravery, digital media donated by Time Out
Australia, 300 out-of-home placements donated by oOh!, a social media campaign and in-venue merchandise distributed across Sydney hospitality venues.
You can watch the Check. Check. Check TV commercial and find out more about the campaign here.
Time Out MD Michael Rodrigues is also chair of the NTIA.