Royal Australian College of General Practitioners launches new campaign via Bastion Creative


Having been awarded the business in May via a competitive pitch, Bastion Creative has developed its first major body of work for the Royal Australian College of General Practitioners (RACGP), the national voice for the GP profession.


The first body of work Bastion has delivered for RACGP has been designed to promote the benefits of a career in general practice to drive applications into the Australian General Practice Training Program. Increasing awareness of the diversity, scope and training opportunities available in rural general practice settings has been a key focus of the campaign.

Says Mike Godwin, national MD, Bastion Creative: “We’re really thrilled to be partnering with the team at RACGP. It is a challenging time for the profession and for the hard-working practitioners working as GPs around the country. Sharing the experiences of doctors training in more remote areas of Australia; people who are making a real difference to the lives of community members whilst enriching their own lives, is an important chapter of the story that needs to be told.”

Says Elizabeth Wilmott, CD, Bastion Creative Melbourne: “’Once in a lifetime opportunity’ is an overused phrase, but I can think of no more appropriate way to describe my experiences working with RACGP on this campaign. At first, I thought promoting rural and remote placements to potential applicants in the GP training program might be a tough ask. Until I got out there myself and saw and heard firsthand so many inspirational stories about finding connection, becoming part of a community, providing vital medical care, and getting so much more in return.

“My task was made simple: Tell these stories authentically; no embellishment needed. The campaign wrote itself and the settings were an even greater inspiration. Everyone played a role, the people behind the camera as well as those we spoke to. Collaboration came easily, as we were all swept up in the spirit of the communities we visited. This one was an absolute privilege!’

Says Auriol Clarke, senior brand and creative services manager, RACGP: “Collaborating with the team at Bastion Creative has been refreshing and we’re thrilled with the results we’ve achieved together. From the moment we started talking, it’s been an exhilarating journey and a lot of fun.

“I’ve been impressed by their commitment to get to know our brand in a short period of time. They’ve taken the time to truly understand our purpose, goals and values which shine through in the work they’ve produced. We’re really proud of the work and I look forward to the continued partnership and projects we’ll bring to life together.”

The campaign is currently live across digital and social channels.

Royal Australian College of General Practitioners launches new campaign via Bastion Creative Royal Australian College of General Practitioners launches new campaign via Bastion Creative