The Campaign

We needed to capture the attention of Australia’s top medical minds. Attempting to do this with traditional media is difficult as most DM communications are lost at the reception desk.

Results

We needed a Direct Mail idea to show civilian doctors that they would get more interesting cases in the Air Force. Instead of sending a DM, we sent real simulated patients. In a scheduled appointment, Air Force nurses rushed in wounded and seriously injured patients to 30 of Australia’s best doctors. The patients looked like they were from a combat zone, with simulated injuries. The civilian specialist had to diagnose the patients by looking at the x-rays, blood reports, and medical charts, then realistically treat the wounds. As they provided emergency treatment to the patient, they learnt first-hand what it was like to be a medical in the Air Force – and showed us that they have what it takes.

The content was created in collaboration with Air Force Medical Specialists. Civilian specialists were drawn to the content, as the cases were unlike any they would ever see in their day-to-day practice.

We needed to fill 55 medical specialist roles. Every one of these roles was quickly filled, from brain surgeons to anesthetists. Australian medical journals and newsletters featured the campaign and it spread within the medical community. Not only did we show the top Australian medical minds what it takes to be an Air Force Medical Specialist, we convinced the best to become one.