A new public service announcement (PSA), "Last Words" has been launched on social media and will flight on DSTV and other broadcast media during the month of December and January. And it's just in time with the discovery of the new Omicron variant and increase in Covid cases talk about vaccine hesitancy.

This PSA was made by content creation studio Iron Heart for the Centre for Analytics and Behavioural Change (CABC).

The 40 second content film has an important message: "Have no regrets. Get vaccinated and be there for your family" as it features the last words of Covid patients, shared by the nurses who cared for them. The message comes from healthcare workers who are at the coalface, who experience the devastation of Covid every day, and who see the impact it has on families when patients are seriously ill. With only 41% of the South African adult population vaccinated, the PSA aims to persuade more people to get the jab and protect, not only themselves, but also their family and loved ones. 

Although this film is made for the CABC, it is intentionally unbranded, as the CABC are making it freely available to any organisation or brand to use to get this important message out.