Results and Effectiveness

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.

Creative Execution

Civilian specialists are difficult to communicate to through advertising, as they are not easily influenced and they spend most of their time at work. By creating this highly targeted media execution within clinics and hospitals, we were able to capture the attention of a very specific audience - highly skilled and intelligent civilian medical specialists.

Insights, Strategy and the Idea

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.