The Brief

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.

Creative Execution

Each trauma was based on real Air Force cases. The events were filmed and spread amongst the medical community. Medical specialists are intrigued by interesting and unique traumas that they are not usually challenged with in day-to-day practice. By sending these highly skilled practitioners real cases, not only did we show the top Australian medical minds what it takes to be a Air Force medical specialist, we convinced the best to become one.

Describe the creative solution to the brief/objective.

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.

Results

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.