Department of Health
Case Studies
A Healthy Dose of Respect
Respecting our health workers should be a given.
Intro
It takes over 16,000 dedicated staff and volunteers to deliver the healthcare services Tasmania needs. Providing that care can sometimes be tougher than it should be. Too often, our health workers experience disrespect, verbal abuse, violence and aggression from patients and visitors. We were asked to create a campaign encouraging respect for everyone on the frontlines and behind the scenes.
Contribution
Strategy & Planning
Creative Direction
Design
Social Campaign
TVC
Radio
Print
Production
Photography
Art Direction
Copywriting
30 Second TV Spot
To give our messaging a positive focus, we came up with the campaign line, “A healthy dose of respect helps everyone.” It’s a strong reminder that respect makes it easier to focus on providing the care that’s needed.
The campaign needed to reflect the many varied health services roles and the diversity of those who work in them. To do that, we developed a media campaign featuring real staff in real working environments. This included frontline health workers, like our nurses, doctors, and allied health professionals, to those working behind the scenes: admin, orderlies, food services, security and support staff.
Measuring Success
Three television advertisements were created as the central elements of the campaign. Supplementary materials were then crafted for paid media platforms and owned media, tailored for direct use by the Department of Health. To extend coverage to all Tasmanians, our paid media schedule featured staggered activities in the busiest time of the year. Our inclusive media plan included traditional channels, as well as contemporary social and digital avenues. The campaign has since garnered widespread acclaim from both industry professionals and the community.