Young women, migrants and Indigenous Australians will be given the hard sell on the coronavirus vaccine when the government rolls out its $24 million advertising campaign within weeks.

University of Sydney vaccine hesitancy expert Julie Leask said targeted messaging was vital, especially for demographics that might be susceptible to anti-vaccination messaging from “influencers” on social media platforms such as Facebook and Instagram.

Quantum’s report said the level of concerns about vaccine safety – 27 per cent overall and 42 per cent of women in their 30s – showed there was “a need to dispel some specific fears held by certain cohorts of the community in relation to potential adverse side effects”.

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