Health Department of Western Australia launches GP Urgent Care with campaign from 303 Mullen Lowe

The Health Department of Western Australia has launched its GP Urgent Care Network with a campaign from 303 Mullen Lowe Perth.

The campaign positions the network as the go-to for receiving treatment of minor injuries, such as a sprained ankle and cut finger, leaving hospitals to focus on serious medical conditions.

303 Mullen Lowe was tasked with GP Urgent Care’s branding and the print production of signage for the 125 practices involved in the network.

303 Mullen Lowe executive creative director, Richard Berney, said: “At the centre of this campaign concept are two mnemonics – one visual, and the other aural. Memory is so important in this campaign because recall needs to happen in high stress moments.

“We used the hospital curtain across all channels to signal speed and premium care, whilst the line ‘not all urgencies are emergencies’ asks viewers to consider using GP Urgent Care instead of the ED the next time the roses turn on them.”

Managing director, Todd Baker, added: “We are extremely privileged as an agency to work with a range of clients whose impact makes a significant difference to the lives of Western Australians. Through our partnership with the WA Department of Health we have been able to help launch the new Perth Children’s Hospital in 2018 and now we’ve had the pleasure to launch the GP Urgent Care Network.”

Health Department of Western Australia manager of corporate communications, Cate Law, said: “As with most campaigns, this one was not without its challenges. However, it was reassuring that we had a strong relationship with 303 MullenLowe during the campaign lifecycle. They were very much an extension of our team and available around the clock to resolve any issues. We look forward to seeing the assets in market and ultimately shifting the mindset of the people that require urgent care to see a GP in the first instance.”

The media planning was completed by Mullen Lowe’s Mediahub. The campaign will be executed across TV, large format outdoor, online video, social and radio.

The static execution of the campaign


Cate Law – Manager Corporate Communications
Kingsley Burton – Project Director

Agency: 303 Mullen Lowe Perth
Executive Creative Director: Richard Berney
Senior Art Director: Steve Lorimer
Senior Copywriter: Steve Straw
Creative Director: Chris Swift
Senior Designer: Alby Furfaro
Strategy: Derry Simpson
Joint Managing Director: Todd Baker
Business Manager: Eloise Cribb
Group Producer: Rozanne Fretz
Joint Managing Director: Rene Migliore
Digital Media Director: Sasha Neame
Media Executive: Sophie Park

Production Company: Beautiful Pictures
Producer: Kate Downie
Director: Mike Oldershaw
DOP: Patrick Sullivan
Photographer: Luke Carter Wilton
Audio Production: Cue Sound
Sound: Nick Gallagher


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