Eastern Melbourne Primary Health Network (EMPHN) is the largest of the Primary Health Networks in Victoria, with 1.46 million people within its catchment. Due to the COVID-19 pandemic, there has been a sharp decrease in GP visits Australia-wide. To counteract this trend, EMPHN needed to make sure everyone’s personal health is top of mind by encouraging people to visit their GP, via telehealth or in person.
Utilising bright, bold creative, supported by catchy and strong headline messaging and an holistic digital media strategy, our behaviour change campaign is ‘always there’ by reaching the right person, at the right time, with the right message - Wherever the audience searches, browses or views, our campaign is there with a relevant piece of content. The campaign involved a comprehensive targeted test and learn digital strategy to convert engagements and landing page views most efficiently. Because of this considered approach, we were able to reach over 250,000 people within the first three weeks of the campaign.
The campaign was later translated into five other languages for specific targeting in CALD communities, to further the reach of the campaign and highlighting the importance of the messaging.
Understanding key insights, demographics, real-world data, and our ‘always there’ channel strategy
Channels:
- Google display
- Facebook
- Instagram
- Website
- eDM
- Print
