In a bid to attract thousands of new recruits to the WA Health system, a major campaign has launched across local, interstate and international markets via Perth’s 303 MullenLowe.
The new Belong campaign focuses on WA health workers in real settings who have opted to work in the medical, nursing and midwifery, and allied health fields because they care about the wellbeing of others. It also showcases the exceptional lifestyle offered in WA, as a way of enticing people to live and work in the State.
Says Richard Berney, executive creative director, 303 MullenLowe, Perth: “Belong is a proud campaign that shows our working health professionals in their true settings. Filming took a documentary approach, and with broad access we aimed to capture the helping spirit and comradery of those that take care of us in WA. They are a naturally welcoming lot, and that is at the heart of this recruitment drive.”
He said the campaign creative focussed on people working in the health system because “they are made of special stuff”. “They’re the type of people that want to contribute to the greater good. You could say that they’re made for it. And there’s a special place for these types of people – WA Health. It’s where they belong,” he continued.
The Belong campaign supports a significant, multi-pronged workforce attraction and retention strategy launched by the WA State Government.
Belong will run in WA, across Australia and overseas on FTA TV, online, radio, trade and mainstream press, and social targeted at those in the market for a job. Tapping into a core driver for many health workers – making a difference in other people’s lives – specific creative focussing on the lifestyle of WA was also developed for the national and international markets.
Cate Law, Manager Marketing Communications, WA Department of Health
Agency: 303 MullenLowe, Perth
Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Senior Art Director: Steve Lorimer
Art Director: Jake Ransom
Planning Director: Smiljka Dimitrijevic
Head of Planning: John Linton
Joint Managing Director: Todd Baker
Business Director: Eloise Cribb
Producer: Belinda De Corti
Media Planner / Buyer: Lauren De Rozario
Production Company: Open Spaces
Executive Producer: Béatrice Masia
Director: Matt Pitcher
DOP: Lewis Potts
Music: Panda Candy
Audio Production: Cue Sound
Audio Engineer: Nick Gallager
Photography: Greg Lewis