WA Health's Belong recruitment campaign via Perth’s 303 MullenLowe

25 November 2021

Creative Agency: 303Lowe (WA)

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Running in WA, across Australia and overseas on FTA TV, online, radio, trade and mainstream press, and social.

WA Health system has launched a major national and international campaign in a bid to attract thousands of new recruits. 

The new Belong campaign, developed by Perth’s 303 MullenLowe, focuses on WA health workers in real settings who have opted to work in the medical, nursing and midwifery, and allied health fields because they care about the wellbeing of others. It also showcases the exceptional lifestyle offered in WA, as a way of enticing people to live and work in the State.

“Belong is a proud campaign that shows our working health professionals in their true settings. Filming took a documentary approach, and with broad access we aimed to capture the helping spirit and comradery of those that take care of us in WA. They are a naturally welcoming lot, and that is at the heart of this recruitment drive,” says 303 MullenLowe’s Executive Creative Director, Richard Berney.

The campaign creative focuses on people working in the health system because “they are made of special stuff”.

“They're the type of people that want to contribute to the greater good. You could say that they’re made for it. And there's a special place for these types of people - WA Health. It's where they belong,” says Berney..

The Belong campaign supports a significant, multi-pronged workforce attraction and retention strategy launched by the WA State Government.

Belong will run in WA, across Australia and overseas on FTA TV, online, radio, trade and mainstream press, and social targeted at those in the market for a job. Tapping into a core driver for many health workers - making a difference in other people’s lives - specific creative focussing on the lifestyle of WA was also developed for the national and international markets.

30-sec video for WA market https://vimeo.com/646881429/30f9745966
30-sec video for national market https://vimeo.com/646881978/83f980c48a
30-sec video for international market https://vimeo.com/648378612/d1b8273cf7


Cate Law, Manager Marketing Communications, WA Department of Health

Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Senior Art Director: Steve Lorimer
Art Director: Jake Ransom
Planning Director: Smiljka Dimitrijevic
Head of Planning: John Linton
Joint Managing Director: Todd Baker
Business Director: Eloise Cribb
Producer: Belinda De Corti

Media Planner / Buyer: Lauren De Rozario

Production Company: Open Spaces
Executive Producer: Béatrice Masia
Director: Matt Pitcher
DOP: Lewis Potts

Music: Panda Candy

Audio Production: Cue Sound
Audio Engineer: Nick Gallager

Photography: Greg Lewis

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