Royal Flying Doctors Service
Introducing Australia’s Biggest Waiting Room
Brief
The primary purpose of this campaign was to create awareness for the Royal Flying Doctors Service (RFDS), drive donations, and communicate the multitude of primary healthcare services the RFDS offers beyond emergency care – particularly among young people living in Australian cities who might never have come into contact with the organisation personally, it is important to raise awareness of the important work the RDFS does right across Australia.
Solution
Essentially we wanted to communicate the vast, diverse landscapes and the broad healthcare needs that the RFDS serves in rural and remote communities. We really wanted to capture real people in their own landscapes – and by avoiding the use of actors, we sought to draw out the inherent authenticity of the RFDS brand. We wanted to show how it really is, and not overstate or overproduce. And we wanted to let our amazing landscapes talk for themselves. We filmed across different distinct and iconic locations in rural and remote Australia to create an emotive TV commercial and a suite of social videos and stills photography to showcase how the Royal Flying Doctors Service deliverers emergency rescue and primary healthcare across all of country Australia. This was a fantastic challenge for our whole team. Our filming, editing, motion graphics design and digital marketing capabilities were all pushed to the limit. And despite having to constantly adapt throughout production, we were able to deliver a family of TVC and digital assets of which we’re all really proud.