It’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.
The 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, public 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.”
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