Keep Emergency for Emergencies

Bronze 2015
George Patterson Y&R
Department of Health
Department of Health

Advertising Agency GPY&R Brisbane
Creative Director Andrew Thompson
Copywriter Andrew Thompson
Art Director Ross Benn
Agency Producer Kohbe Vela
Account Service Fiona Caird, Tracey Rosen
Client Marketing Manager Phillip Stork, Jacquie McGraw
Production Company Play TV
Director Frazer Bailey
Producer Justin Lyons
Post Production House The Empire Post
Editor Digby Hogan
Other Contributors

Group Managing Director: Phil McDonald


Entry ID 2572

The Emergency Departments of Queensland hospitals were being slowed down by people coming into them with issues better served by a GP. But research showed that traditional messages telling people off, tended to make people actually switch off. We decided to use humour, unusual in government advertising, to get our message across.

The campaign resulted in an increase of calls to 13 HEALTH from people seeking advice on the best treatment for their ailment.