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2021 - Bronze

24/7 Health Advice

Bronze 2021
Frances Whitehead & Carissa Jackson
Brisbane North PHN

**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** 
* 6,918,233 campaign 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

Advertising agencyOgilvy Brisbane
Creative directorChris Little
CopywriterWayne Smith
Art directorCarissa Jackson and Frances Whitehead
Account serviceSarah Young and Elle Whittaker
Client marketing managerDanielle Francisco and Gert Geyer
Design studioOgilvy Brisbane
Graphic designerCatherine Spruce
IllustratorFrances Whitehead
Digital producerBastien Legay
DeveloperAndi Darmika
Other Contributors

Magdalena Tomislav (Senior Strategist)
Briar Dye-Hutchinson (Account Director)
Ario Jatmiko (Digital Development Manager)
Watermark Creative (3D and Animation)