The WA Health system has launched a major new campaign calling for healthcare recruits across local, national and international markets.
Titled ‘Belong’, the campaign was developed by Perth’s 303 MullenLowe, and shows real WA healthcare workers – including nurses, doctors, and occupational therapists – engaging in and enjoying their chosen fields.
The 30 second ads also feature WA’s stunning beaches and scenery in a bid to entice viewers and other healthcare workers to come and enjoy the Wildflower State’s sunny lifestyle.
“Belong is a proud campaign that shows our working health professionals in their true settings,” said 303 MullownLowe’s executive creative director, Richard Berney.
“Filming took a documentary approach, and with broad access we aimed to capture the helping spirit and comradery of those that take care of us in WA.
“They are a naturally welcoming lot, and that is at the heart of this recruitment drive.”
Berney said the campaign zeroes in on healthcare workers because “they are made of special stuff”.
“They’re the type of people that want to contribute to the greater good,” he added.
“You could say that they’re made for it. And there’s a special place for these types of people – WA Health. It’s where they belong.”
‘Belong’ will launch statewide, nationally, and globally via free-to-air TV, online, radio, trade and mainstream platforms, as well as social media platforms aimed at job seekers.
The campaign is part of a large, multi-pronged effort by the WA government to attract and retain more workers.
Credits
Client
Cate Law, Manager Marketing Communications, WA Department of Health
Agency
Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Senior Art Director: Steve Lorimer
Art Director: Jake Ransom
Planning Director: Smiljka Dimitrijevic
Head of Planning: John Linton
Joint Managing Director: Todd Baker
Business Director: Eloise Cribb
Producer: Belinda De Corti
Media
Initiative
Media Planner / Buyer: Lauren De Rozario
Suppliers
Production Company: Open Spaces
Executive Producer: Béatrice Masia
Director: Matt Pitcher
DOP: Lewis Potts
Music: Panda Candy
Audio Production: Cue Sound
Audio Engineer: Nick Gallager
Photography: Greg Lewis
