Wish You Weren’t Here: The Viral Postcards That Changed Behavior

In the midst of Melbourne’s intense second lockdown, serious public health messaging was falling on deaf ears as residents disregarded advice and fled to regional areas, putting local communities at risk. To address this issue, I decided to try something different—channeling the frustration of regional Victorians into a series of tongue-in-cheek Anti-Tourism Postcards. Each postcard humorously highlighted the potential consequences of Melburnians ignoring lockdown rules, using sharp wit and sarcasm to get the message across in a way that resonated deeply with both locals and the broader public.

The images quickly went viral, spreading like wildfire across social media and garnering millions of impressions on major news platforms. The response was overwhelmingly positive, with locals embracing the bold tone and even demanding merch featuring the slogans. Later, as the lockdown lifted and restrictions eased, the series was recreated with a warmer tone, inviting people back to support regional communities in their recovery. Though controversial for their directness, the postcards effectively conveyed the urgent need for compliance, sparking conversation and uniting Victorians in a way that traditional messaging couldn’t.

The postcards have been included in the State Library of Victoria Collection as well as the Melbourne Museum Pandemic Collection which aims to document various aspects of the Covid-19 pandemic in Victoria for future generations.