Roche Diagnostics Australia: Rapid antigen self-testing kit blitz PR campaign

Roche Diagnostics, a healthcare company, launched a campaign in Australia to restore some normalcy to the daily lives of Australians and keep their loved ones and colleagues safe.

Brief

Roche Diagnostics is a division of Roche which develops the industry's most comprehensive medical diagnostic solutions. The Roche Diagnostics Rapid Antigen Self-Test (RAT) kit was one of the first tests approved by the TGA for 'domestic' use in non-clinical settings to help suppress the spread of COVID-19.

These kits were available for Australians for purchase from Monday, 1 November 2021, from a range of retailers and selected pharmacies. Roche Diagnostics Australia tasked The 6AM Agency to deliver an earned media campaign from this date to generate awareness of the Roche Diagnostics RAT among Australian consumers through mainstream media channels....

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