Tired of watching the hospitality industry suffer from ongoing lockdowns, and with no clear end in sight, some of Australia's top chefs and restaurateurs have taken a stand.
They are urging people to get vaccinated in a new campaign called Put a Jab on the Menu.
The campaign was pulled together in just three weeks and cost nothing to make. One of the first to lend his influence and support was chef Guillaume Brahimi, the campaign's industry ambassador.
"Chefs and hospitality workers are resilient people - we have to be because what we do isn't easy at the best of times," he said.
"But, regardless of our shared passion, there's one thing that we can't overcome, and that's empty tables."
Although rolling lockdowns and restrictions made filming an obvious challenge, chefs and restaurateurs featured in the Put a Jab on the Menu campaign are from all corners of the country. They include Matt Moran, Danielle Alvarez, Neil Perry, Maurice Terzini, Anna Ugarte-Carral, Frank Camorra, Victor Liong, Shannon Martinez, Adam d'Sylva, Ross Lusted, Jacqui Challinor, Alex Munoz Labart, Massimo Mele, Nick Holloway and Morgan McGlone.
"I've been speaking to so many of my friends in hospitality and this time around could be what breaks them," Brahimi continued.
"Takeaway doesn't make money for restaurants not set up for that; they are doing it mainly to keep their teams busy, and for mental health.
"Vaccination is the only way to save our industry and open it up again, without restrictions. If we don't get it done, we're going to lose some amazing businesses."
The campaign was the brain-child of David Nobay, a creative director, artist and writer with more than 30 years' experience in marketing. Some of his closest friends and relatives work in hospitality, and their answer to re-opening was simple: encourage people who care about restaurants to get vaccinated quickly.
"I believe weaponising your immediate tribe, to tell your own story about COVID and its impact, is going to become increasingly vital in our community communications, because it reflects an authentic charisma that simply can't be recreated by a government committee, however well-meaning," Nobay said.
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