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2020-10-10T03:42:00.000Z
AfterHours2.mp4
Brand & Campaign for North Western Melbourne Primary Health Network
Led by Creative

After hours care is always there

Our hospital emergency
departments are full of
non-emergencies

It’s late at night
and you need
a doctor. Where
do you go?

Unfortunately, too many people run straight for the hospital emergency department with minor ailments. In 2019, Icon was appointed by the North Western Melbourne Primary Health Network (NWMPHN) to help people find the best after hours medical treatment for all their non-emergencies.

After hours care is always there – broken nose

Stop the panic and make a better medical choice

Our biggest challenge was talking to people who, when ‘caught in the moment’, will feel panicked by the severity of their symptoms. This includes parents confronted by a toddler with a mystery fever or young adults fearful of a new pain that needs sorting out. Both groups need help assessing their medical condition and recognising if they can be treated by an after hours practitioner, or need to go to emergency. Reducing panic and offering assurance would be key.

Baby
phn-posters
phn-poster
PHN
AfterHours2.mp4
phn wall
phn train

After hours care is always there

The Icon creative team set out to build an indelible brand for after hours medical services and set them up as a more compelling alternative to hospital casualty. The creative platform – After hours care is always there – was designed to both reassure and create memorability around a new brand that is effectively competing with an emergency response. Hyperbolic executions cut through the banality of the medical category, while playfully highlighting typical medical conditions that can be treated by seeking medical services from the ‘Healthdirect’ app. The campaign launched 17 February 2019.

Campaign collateral included

  • Outdoor print and digital billboards

  • Large format street posters

  • Public convenience posters

  • Internal train posters

  • Social media posts and ads

  • Digital pre-roll and social video content

  • Radio

  • PR launch event collateral

  • Large scale guerrilla marketing neon sign

PHN
phn social tiles
phn-phone

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Get in touch

Melbourne

Unit 1, 132 Gwynne Street
Cremorne VIC 3121 Australia

Phone 03 9642 4107

melbourne@iconagency.com.au

Canberra

Suite 4, 32 Thesiger Court
Deakin ACT 2600 Australia

Phone 0402 569 666

canberra@iconagency.com.au

Sydney

Suite 1, Level 11, Tower 1
495 Victoria Avenue
Chatswood NSW 2067 Australia

Mobile 0412 517 795

sydney@iconagency.com.au

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We acknowledge the Traditional Owners of the land on which our offices are situated. Melbourne – the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation. Sydney – Gadigal of the Eora Nation. Canberra – the Boon Wurrung people of the Kulin nations. We pay our respects to their Elders, past and present.

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