We needed to capture the attention of Australia’s top medical minds. Attempting to do this with traditional media is difficult as most DM communications are lost at the reception desk.

Civilian specialists are difficult to communicate to through advertising, as they are not easily influenced and they spend most of their time at work. By creating this highly targeted media execution within clinics and hospitals, we were able to capture the attention of a very specific audience - highly skilled and intelligent civilian medical specialists.

We needed to fill 55 medical specialist roles. Every one of these roles were quickly filled, from brain surgeons to anesthetists. Australian medical journals and newsletters featured the campaign and it spread within the medical community. Not only did we show the top Australian medical minds what it takes to be an Air Force Medical Specialist, we convinced the best to become one.

The Australian Defence Force prohibit the disclosure of any information pertaining to specific recruitment targets or military personnel.