Orchard wins creative account for The Royal Australian College of General Practitioners

The RACGP – or The Royal Australian College of General Practitioners – has selected Orchard as its creative agency of record following a competitive pitch.

The agreement lasts three years, and includes the recently launched campaign ‘Live a Life of Endless Possibilities’.

Orchard has been tasked with providing strategic support, creative development and execution through campaigns to the general public, as well as digital and data expertise to drive insight-based personalised communications to RACGP’s 43,000-plus member base.

Wai Kwok, the founding director of Orchard, said the agency was excited by the account win.

“We are very excited to be partnering with the RACGP, the college that represents nine out of 10 Australian GPs and has over 43,000 members,” Kwok said. “This win adds momentum to Orchard’s growth and it is a pleasure to be working with such an influential organisation within the healthcare space.”

The ‘Live a Life of Endless Possibilities’ campaign aims to demonstrate the benefits and ‘endless possibilities’ of specialising in general practice to medical students and junior medical officers who will be deciding their medical career pathway. It’s supported by out of home, online and social advertising.

Nick Williamson, acting CEO of RACGP, said the campaign is an example of what is to come from the partnership.

“As an organisation that represents and supports our professional member base throughout their careers, we require a partner that can match our passion and ambition. Through their creative expression and solution-focused insights, Orchard proved they understand where we are and how we can best represent general practice as an exciting and fulfilling medical profession. ‘Live a Life of Endless Possibilities’ is only the first example of this and we are excited to work with Orchard to provide the greatest value possible to each and every member.”

Orchard was acquired by the Enero Group in 2018.


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