Work NWMPHN – AFTER HOURS CARE IS ALWAYS THERE

Deliverables
  • COMMUNICATIONS STRATEGY
  • CREATIVE IDEATION
  • CAMPAIGN PRODUCTION
  • ANIMATION & ILLUSTRATION
  • OUTDOOR ADVERTISING
  • PRINT DESIGN & PRODUCTION
  • PR STRATEGY
  • DIGITAL BANNERS & WEB CONTENT
  • SOCIAL MEDIA STRATEGY & CONTENT
  • LAUNCH PR STUNT
Overview

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.

 
Background

INTRODUCING A BETTER AFTER HOURS ALTERNATIVE

In recent years, a range of medical services have become available for people whose health condition can’t wait until business hours. But lack of awareness means two specific audiences (parents of 0-4 year olds and young adults aged 20-34) often ‘default’ straight to hospital emergency department. Our task was to make these groups aware of alternative ‘after hours medical services’ like home visit doctors, nurse-on-call or 24-hour pharmacists, and get them to seek a health practitioner via the ‘Healthdirect’ app.

Challenges

STOP THE PANIC AND MAKE 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.

Solution

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 playdully 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