Australian politician opens up about struggle with mens health in campaign from Pilot
The stigma of men’s health issues means Australian men have struggled to engage with the healthcare system. Pilot.com.au sets out to change this, in a new brand campaign created internally.
Since COVID-19 kicked off, we’ve grown used to daily updates from politicians.
Now, one federal MP has used his podium to open up about his very personal struggle with men’s health – in a bid to change things for his constituents.
Written by Eucalyptus’ internal creative team, and produced with help from Canopy, the campaign features two TVCs and an extended YouTube edit.
The honourable member Bruce Hardman MP doesn’t shy away from the hard issues of his erectile dysfunction and hair loss. Pilot hopes this up-front approach encourages other Australian men to take action.
Says Charlie Gearside, founder and creative director of Pilot’s parent company, Eucalyptus: “Men engage best with their own healthcare when it’s delivered directly, and with a bit of humour”
“We developed the concept of the politician after seeing nothing but press conferences during COVID. But unlike the rest, we wanted our character to be a likeable straight shooter.”
Founded in 2018, Pilot.com.au treats a range of men’s health issues via a seamless online healthcare experience, including sexual health, sleep, hair loss and more.
It is part of the Eucalyptus family of consumer healthcare brands.
Client/Production: Eucalyptus / Pilot
Creative Director: Charlie Gearside
Brand Lead: George Howes
Copywriters: Joe Cutcliffe, Joshua Campbell
Production: Canopy
Director: Damien Cassar
Creative Director: Reuben Field
Executive Producer: Martin Aspinall
Senior Producer: Alison McKay
3 Comments
Just googled him, couldn’t find anything for Bruce ‘Hardman’ federal MP.
So this is a fake case? A made up story? Why bother?
I think dressing this up as a political press conference will lose the majority of the target audience with boredom. Men don’t respond well to being told what to do especially from positions of authority.
Any power this would have had in using a real, recognisable politician is cancelled by using a fake one as an excuse to make a couple of weak puns.