WA Health Launches ‘Belong’ Campaign To Attract New Workers

WA Health Launches ‘Belong’ Campaign To Attract New Workers
B&T Magazine
Edited by B&T Magazine
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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

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303 Mullen Lowe WA Health

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