The WA Government has launched a new pilot program, the GP Urgent Care Network, through an integrated campaign with 303 MullenLowe, along with a channel strategy by Mediahub.
The campaign heroes WA GPs as highly capable, personal and accessible within the community, demonstrating their ability to effectively treat urgent, non-life-threatening injury and illness.
In communicating a simple message – not all urgencies are emergencies – the campaign sends a clear message that minor illnesses or injuries, like a sprained ankle, cut finger or flu-like symptoms are best dealt with by GPs, leaving Emergency Departments to focus on life-threatening medical conditions, as intended.
Launched to the public on September 10, people in need of urgent care are now able to book an urgent appointment online or via a call to Healthdirect.
A large part of the work has been defining the GP Urgent Care brand identity, which visually establishes GP Urgent Care’s middle-ground position on the severity of illness or injury scale. In addition, 303 MullenLowe managed the print production of signage for more than 125 practices, introducing the GP Urgent Care into the wider network.
Says Richard Berney, executive creative director, 303 MullenLowe, Perth: “At the centre of this campaign concept are two mnemonics – one visual, and the other aural. Memory is so important in this campaign because recall needs to happen in high stress moments.
“We used the hospital curtain across all channels to signal speed and premium care, whilst the line ‘not all urgencies are emergencies’ asks viewers to consider using GP Urgent Care instead of the ED the next time the roses turn on them.”
Says Todd Baker, joint managing director, 303 MullenLowe, Perth: “We are extremely privileged as an agency to work with a range of clients whose impact makes a significant difference to the lives of Western Australians. Through our partnership with the WA Department of Health we have been able to help launch the new Perth Children’s Hospital in 2018 and now we’ve had the pleasure to launch the GP Urgent Care Network.”
Says Cate Law, manager corporate communications: “As with most campaigns, this one was not without its challenges. However, it was reassuring that we had a strong relationship with 303 MullenLowe during the campaign lifecycle. They were very much an extension of our team and available around the clock to resolve any issues. We look forward to seeing the assets in market and ultimately shifting the mindset of the people that require urgent care to see a GP in the first instance.”
The campaign was planned by Mediahub and was rolled out across a range of media, including TV, large format outdoor, online video, social and radio.
Cate Law – Manager Corporate Communications
Kingsley Burton – Project Director Agency
Executive Creative Director: Richard Berney
Senior Art Director: Steve Lorimer
Senior Copywriter: Steve Straw
Creative Director: Chris Swift
Senior Designer: Alby Furfaro
Strategy: Derry Simpson
Joint Managing Director: Todd Baker
Business Manager: Eloise Cribb
Group Producer: Rozanne Fretz
Joint Managing Director: Rene Migliore
Digital Media Director: Sasha Neame
Media Executive: Sophie Park
Production Company: Beautiful Pictures
Producer: Kate Downie
Director: Mike Oldershaw
DOP: Patrick Sullivan
Photographer: Luke Carter Wilton
Audio Production: Cue Sound
Sound: Nick Gallagher