NWMPHN says ‘after hours care is always there’ in new integrated campaign via Icon Agency

| | No Comments

Screen Shot 2019-03-12 at 10.54.18 am.jpgIt’s late at night and you need a doctor. Where do you go? Sadly, far too many people head straight to the hospital emergency department with minor medical ailments.

In a new campaign for the North Western Melbourne Primary Health Network (NWMPHN) launching today, Icon Agency aims to drive awareness of the alternatives by encouraging people to visit their nearest after hours medical services using the national Healthdirect app.

11238_AfterHours_A3 Posters_2.jpgThe campaign was created by Icon’s creative director team, Ed Bechervaise and Rod Clausen.

Says Bechervaise: “We set out to build a brand for After Hours Care that people will remember. When someone has a medical situation in the anxious hours of the evening, we want them to consider a better option than the emergency department.

“For the campaign to be effective, we needed to cut through and bust the mundane category norm. We wanted to tap into people’s anxiety in a provocative way, and help them realise the situation might not be as bad as they think before making the call.”

The campaign, which will roll out across large format outdoor, bill posters, public11238_AfterHours_A3 Posters_3.jpg convenience, train internals, radio, digital pre-roll and social video content, targets two primary audiences: parents of babies and young children (0-4); and young adults aged 20-34.

Says Clausen: “Engaging audiences without getting hung up on the seriousness of the subject was a major part of our strategy. The executions hero typical medical conditions that people present with in accident and emergency departments, when they may have visited an after hours clinic instead.

“The campaign is challenging but also reassuring. We’re saying these are the kind of things an after hours GP or a nurse on call could help you with.”

Says Mary-Anne Toy, director strategic relations, NWMPHN: “People often don’t realise that there are many after hours medical services, so they automatically default to the emergency department. If we can get people to find their nearest after hours medical services and take some pressure off hospital emergency departments, everyone will feel better.”11238_AfterHours_A3 Posters_4.jpg

Client – North West Melbourne Primary Health Network

Director Strategic Relations – Mary-Anne Toy

Program Officer, Integration – Tamra Hoare

Agency- Icon Agency

Creative Director – Ed Bechervaise

Creative Director – Rod Clausen

Senior Designer – Nana Derkyi

Studio Manager – Mark Oriondo

Group Account Director – Hazel Tiernan

Senior Account Manager – Jo Raine

PR Account Director – Matt Thomas

PR Account Director – Fiona Miller

Production – Yukfoo

Director, Animation, Art Director, Print – Jeremy Mansford

Illustration – Sacha Byrning

Producers – Alan Dickson & Amy Neave

SFX & Re-recording Mixer – Benni Knop