Health Direct

Healthdirect Australia gives Aussies COVID clarity

We united our services to deliver an integrated nine-month national campaign for Healthdirect Australia, which is funded by the Australian Government Department of Health, to help Australians manage their health during the ongoing COVID-19 pandemic.

The educational campaign was designed to inform Australians that if they are healthy and vaccinated, they are likely to be able to manage their COVID symptoms and recovery at home with advice from the National Coronavirus Helpline and healthdirect.gov.au.

The campaign position, ‘Get COVID Clarity’ aims to cut through the huge amount of COVID information available, providing clear answers to common health questions about COVID and highlighting the National Coronavirus Helpline and healthdirect.gov.au as trusted sources of COVID health information.

The campaign was a collaborative effort between Bastion services, providing a turn-key solution to all aspects of communication including strategy, creative, media, PR and digital. As the campaign engages multicultural communities, Bastion also partnered with CulturalPulse to ensure the campaign messaging was accessible to culturally and linguistically diverse audiences, a critical aspects of the campaign’s success given the low vaccine takeup in some segments. Reaching multicultural communities was a key criteria for Healthdirect to define campaign reach to all Australians in their first language.

More than 276 assets were produced for the campaign with executions across digital, radio and DOOH, including multicultural assets in 17 languages. The assets each have in-built flexibility to update creative messages as needed over the duration of the campaign.

Healthdirect Australia’s head of communications and marketing, Jenni Ellard commented: “The Bastion team jumped into action very quickly to get our campaign to market across multiple channels just as the information was needed during the rising COVID numbers in early 2022. The team continues to be super responsive, coordinated, and easy to work with post-launch across multiple service areas.”

Jack Watts, Bastion CEO added: “It’s a perfect demonstration of the value of Bastion’s new world agency model. A single business with complementary service offerings working together to deliver integrated client work.”

The campaign launched recently and will run for nine months.

Healthdirect Credits

Client: Healthdirect Australia
Head of Communications & Marketing: Jenni Ellard

Agency: Bastion

Bastion Creative
Executive Creative Director: Georgia Arnott
Creative Director: Laurence Cronin
Creative Director: Scott Hopkin
Design Director: Samantha Suyono
Planning Director: Sarah King
Client Partner: Andrew Henderson
Senior Account Director: Luke Haddrick
Senior Producers: Darren Gibson, Angelita Gandakusuma

Bastion Interactive
Digital Director: Richard Lloyd
Executive Producer: Ryville Ochoa
Digital Producer: Paige McLaren
Digital and Motion Designers: Vince Leong, Welton Zhao, Belle Truong

Bastion Films
CEO: Jacqueline Archer
Director: Jean Christophe Danoy
Post Production: Bastion Films collab with Punk Atomic
Sound Record, Mix & Music Composition: Smith and Western
Sound Executive Producer: Dan Smith
Illustrations: Lilianne Darmo

Bastion Amplify
Senior Account Director: Nancy McDonald

Multicultural: CulturalPulse
CEO: Reg Raghavan
General Manager: Jake Swarts
Chief Creative Officer: Patrick Skene

Media Agency: Hatched
Managing Partner: Adrian Roeling
Digital Manager: Cindy Luu
Senior Media Manager: Bronte Clarke
Senior Media Exec: Laylaa Khan

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