303 MullenLowe launched a 2-minute COVID-19 PSA roadblock last Sunday night for the WA Department of Health led by Medical Researcher, Professor Fiona Stanley.
With an overload of ever-changing information about COVID-19 coming from all manner of sources – from news reporters and medical experts across the globe to GP practices, local and State leaders, even people with opinions on community facebook groups – the Department of Health and 303ML wanted to counteract the noise with a simple message from a calm, reassuring voice. A voice that would guide the people of WA through this time of great uncertainty and upheaval. A voice they know and trust.
That voice was Fiona Stanley’s – one of our most trusted medical researchers and a household name for the majority of West Australians.
As she sat in her loungeroom, she spoke directly about the importance of making changes, of adhering to certain guidelines and sharing tips in the way she is making changes in her own life. She ended her ‘broadcast’ with a positive and unifying message – “together, we will get through this WA”.
Says Todd Baker, Joint Managing Director “We have delivered some important health messages in previous years, but none more so than this. If we can simply rally as a state and stay calm in the face of adversity, we will all get through this. I’d like to think this message also rings true for us in our industry.”
COVID-19 impacted not only on the way DOH chose to deliver their message, but also the way 303ML were able to capture and produce the content. To ensure risk of contagion was minimised, a very scaled-back physical approach was required – with only three crew on set – and a digital oversight and approvals process. Additional direction was provided via live video calls; assets were shared via links and feedback received over the phone and email. The post production process was 100% online.
The rapid spread of the virus also meant the agency and client alike were racing against the clock to get Fiona’s message out. The campaign was shot on Tuesday and on TV by Sunday – including a 2-minute film and 9 other 30/15sec spots, press and radio. The agency wishes to thank Beautiful Pictures, The Office of John Cheese, Cue Sound, Professor Fiona Stanley, Telethon Kids Institute and all their staff for taking on this massive task and delivering an outstanding product that we can all be proud of.
Says Richard Berney, ECD “With high stakes and a short timeline, people get nervous. But when the camera rolled on Fiona it was clear we were all in good hands. She represents a kind of mother to our state in this moment, and we are all so lucky to have her and all of our health community beside us.”
Client: Department Health WA
Cate Law – Manager Marketing Communications
Agency: 303 MullenLowe Perth
Planning Director: Smiljka Dimitrijevic
Executive Creative Director: Richard Berney
Joint Managing Director: Todd Baker
Senior Business Manager: Eloise Cribb
Head of Production: Rozanne Fretz
Head of Design: Alby Furfaro
Production Company: Beautiful Pictures
Director: Richard Berney
Producer: Kate Downie
DOP: Dave Le May
Post Production: James Hawkes – The Office of John Cheese
Sound: Nick Gallagher – Cue Sound
Music: Ian Berney, Glenn Sarangapany
Investment Partnerships Manager: Lauren De Rozario