Melbourne’s emergency departments were struggling to cope with demand – partly because too many people were turning up at the emergency department simply because they thought that’s where you go when your GP is closed. We needed to educate the public that the emergency department was for emergencies only.
Using a simple visual language that could speak to readers of all languages and reinforced by a radio piece with the same cartoonish tone, the campaign used over-the-top examples to discourage people from taking minor issues to the emergency department. The use of humour helped create memorability and softened the tone, so that it didn’t feel like we were lecturing or reprimanding those who have been guilty of unnecessary emergency visits in the past.
The campaign got people thinking about what constitutes an emergency and provided a solution for those unsure whether they had a medical emergency – encouraging them to call the NURSE-ON-CALL helpline.
The campaign just went live – watch this space!
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