The northern part of Sydney’s Northern Beaches commenced a strict COVID-19 lockdown on 20 December 2020 and following a substantial reduction in community transmission came out of that lockdown on 9 January 2021.
This timing coincides with many Sydneysiders returning to work following the Christmas/New Year holiday period. Notwithstanding continuing work from home tendencies, we can expect that commuting out of the Northern Beaches will contribute substantially to higher population mobility, particularly from mid-January.
With additional mobility comes the potential added transmission risk for COVID. This is mitigated by public health advice on social distancing and mask wearing. One clear method of ensuring these messages are received by commuters is by use of targeted and bespoke communications.
We have linked usual residence and place of work to all individuals that make up the population in Defin’d – a product that allows you to easily find and understand your target audience. All of the attributes available on Defin’d can now link to where a person works and in what industry, providing additional streamlined communications or advertising.
To illustrate the number of workers that are expected to travel outside of the northern part of the Northern Beaches hotspot and the nature of their work, plus selected psychographic characteristics, we have put together an interactive dashboard where filters can be used to generate a heat map by geography of where northern hotspot residents work.
View the interactive dashboard above. You can select the industry the commuter works in and other key characteristics we've selected for this case study.
Brookvale, Dee Why, North Sydney, St Leonards and especially the CBD are popular places of work for Food and Beverage Services workers that possess more traditional attitudes.
Other demographic, attitudinal and intent characteristics can also be incorporated if you have an idea that they would be more useful. Contact your usual Finity consultant or Aaron Cutter to discuss your advanced audience needs.