**Brief**
Over the past 3 years, PHN campaigns haven’t reduced non-emergency visits to Brisbane Emergency Departments as the public still doubts the efficacy of 13HEALTH.
Our task was to increase the consideration of 13HEALTH cementing it as the leading after-hours emergency hotline.
**Idea**
Acknowledge that in times of uncertainty, there’s a dedicated hotline you can call to identify the urgency of your emergency.
**Execution**
We created a flexible headline structure, centred around real health questions. By normalising the ailments, we openly say ”it’s OK” to call 13HEALTH”.
With our eye-catching character, whose body shape and facial expressions effortlessly shift to communicate the emergency, we project the physical and visceral responses of each condition in a disarming but adult way.
**Results**
* 967,008 OOH impressions
* 51% incremental preference increase compared to PHN service providers in other regions
* 168.3% increase in audience more likely to call 13HEALTH than visit ED after seeing campaign
