Client: |
Department
of Health and Ageing |
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 Back
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Reason for Engagement
GJC submitted and won a competitive tender for the
DHA’s campaign, based on our understanding
of the brief, our experience in Indigenous communications
and the quality of our team.
Client’s Problem
DHA in conjunction with the Health Insurance Commission
(HIC) was developing and implementing an information
campaign targeting Aboriginal and Torres Strait
Islander people regarding significant changes to
the funding arrangements for pathology services
in Western Australia , South Australia and the Northern
Territory . DHA required this information to be communicated in a clear, culturally
sensitive and meaningful way.
GJC’s approach
GJC utilised three role models to be the spokespeople
and the backbone of the campaign, namely Andrew
McLeod (SA), Mary G (WA) and Nova Peris (WA). GJC
negotiated and managed their involvement in the campaign.
GJC developed community service announcements for
television and radio, press articles and press ads
using these role models to communicate the message
in their respective states or territories.
GJC assisted in the production of the community service
announcements, and conducted a photo-shoot with each
of the role models, to obtain imagery which was used
throughout the campaign.
GJC developed a media plan in consultation with DHA
and Universal McCann for advertising and earned media,
and negotiated the placement of all earned media (television,
radio and press), and placed all paid press advertisements.
GJC worked in concert with mainstream advertising
and PR agencies and the DHA to ensure campaign coherence
and integrity.
Project Outcome
The use of the selected role models proved to be very
successful in engaging with the target audience
and communicating the relevant messages about changes
to the pathology system.
The imagery and stories developed were strong and
the uptake of these was very successful.
The majority of television, radio and press stories
were placed in the relevant media, with some of the
radio community service announcements running for a
very long period.
Materials Delivered
3 press advertisements placed in 11 publications,
3 radio community service announcements played on
eight radio stations, 3 television community service
announcements, 3 press articles placed in eight publications. GJC had input
in the development of a fact sheet, 4 posters, flyer and letterhead.
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