The Royal Flying Doctor Service (RFDS) has launched a new campaign called “To Me”, created by WDM and produced by Visualizm, which sets out to inform Aussies of the amazing work that the RFDS deliver on the ground as well as in the air.
Unless Aussies have needed them themself, or known someone who has needed the Royal Flying Doctor Service, chances are Aussies might not know just how much they do. Most may be surprised to know that an RFDS plane takes off a nearly every (12 minutes) and even more surprised to hear that their on-ground clinics see a patient (every half hour). And, they do it all, day in day out in some of the most remote locations in Australia both in the air and on the ground powered by their incredible staff and volunteers.
So, next time you see a plane passing by, look for the red belly of the RFDS and know that for many it’s the lifeline, the friendly face, the dentist, the doctor, the team that saved a loved one. Lives saved, lives changed, lives lived knowing care is not as far away as you might think.
Visualizm looked to capture the genuine connection to the communities that depend on the RFDS not just in a time of crisis but for their everyday health care needs. It becomes a piece about the people that make this amazing organization. It’s more than planes in the air… the RFDS is people and people provide the care. With a beautiful acoustic version of INXS’s ‘Don’t change’ sung by Pete Murray, the TV has two executions. The first allows the song to breathe as the lyrics connect to the footage while “To Me” builds on this piece through an insightful script, that speaks with the voice of the community, detailing the range of in-community health services provided by the RFDS.
Visualizm was lucky enough to spend time in truly incredible remote locations including the Aboriginal community of Kintore some 700kms west of Alice Springs and The Williams family at the beautiful Peake Station 100km north of William Creek on the Oonadatta Track. There are no actors and no elaborate set ups… the people in the films are real and the interactions with RFDS staff reflect the genuine relationships that have been formed.
Seeing this first hand was the only way to truly understand how fortunate we are as Australians to have an organisation so many can rely so heavily upon. Importantly, the ads are shot at ground level to bring attention to the everyday care that the RFDS provide on the ground, in clinics and people’s homes. Visualizm opted to use vintage lomo anamorphic lenses, the footage has a captivating ‘in the moment’ feel to it that aims to convey some of the beautiful moments that were experienced on location.
Says Stephen Deeble, director, Visualizm: “The respect for the RFDS in the Community was a real eye opener for me and the crew. The above and beyond help we got to make these ads as authentic as possible was amazing. Without the genuine relationships the RDFS has with these people these ads would not have been possible. Allowing us into their homes and Communities will be something we will never forget.
“We hope that this new campaign sheds fresh light on this amazing organisation. We all need to do our bit to make sure the Flying Doctor can keep flying and continue it’s amazing work at ground level.”
WDM has been fortunate to have worked closely with the RFDS for nearly a decade and thank them for helping to work on this important project. See more from WDM at – wdm.studio.
Agency – WDM
Creative Directors – Adam Moyle and Melissa Grenci
Copywriting – Tristan Taormina
Art Director – Melissa Grenci
Production Company – Visualizm / Visualizm.com.au
Director – Stephen Deeble
D.O.P – Miles Rowland
Offline Editor – Maddie Tierney (Visualizm)
Online Editor – Stephen Deeble (Visualizm)
Grip/Gaffer – Marcus Bosisto (Kintore) Nic Datson (Peake)
Best Boy – Dan Ross (Kintore) Nick Frayne (Peake)
Sound – Scott Illingworth
Photographer – Russell Millard
Music – INXS / Pete Murray