EXAMPLE Project: CHOOSE GP

The Issue:

For several years, now the RACGP (Royal Australian College of General Practitioners) has been working hard to alter a growing perception that a GP is somehow less of a doctor than a specialist of some kind. Obviously, specialists are a very important part of the medicine practices tapestry, but the GP is equally important; and in a lot ways, more important to the majority people, day to day. While this in itself may be a large point of discussion, on this occasion our task was of a slightly different nature.

The Brief:

We were asked to produce a series of online content films as part of an attraction campaign. This was made of a ‘hero’ piece, in the form of a 45 second film that would entice the med students to delve deeper and watch some, or all of the six mini-documentaries that illustrate the advantages that life as a GP has over the other possible career pathways.

With the target audience being med students in, or finishing their university degrees, the intention was to show them that a life in medicine could be flexible. It didn’t have to be in a hospital or an urban centre, and that being a GP is not just about colds, gastro and flu jabs.

It was a laser-focused, predominantly digital campaign, accompanied by outdoor print around the relevant universities.

The Result:

The RACGP were delighted with the end products. In market, the figures showed that the campaign has had fantastic engagement, with tonnes of views, many of which leading to click-throughs to further information.