General Practitioners (GPs) are responsible for safeguarding Australia’s health. They administer life-saving vaccines and prevent, diagnose and treat numerous chronic health conditions including cancers and heart disease. They are also at the front line in managing mental health concerns and domestic violence.

The COVID-19 pandemic was accompanied by a steep decline in GP visits. Many people worried that visiting their doctor would overload the health system, expose them to the virus, or both. The Royal Australian College of General Practitioners (RACGP) was concerned that these reductions in GP consultations could lead to increases in other health problems as serious diseases went undiagnosed, general health was neglected and the public took health advice from non-expert sources. The downturn in consultations also threatened the livelihoods of their members.

The RACGP turned to Orchard, in conjunction with Benedictus, for help to reinforce the vital role played by GPs. We developed the Expert Advice Matters campaign to spread public awareness that seeing your GP during the pandemic was simple and safe, both in-person or via telehealth. It further encouraged the public not to delay GP consultations for any new or ongoing health problem.

The campaign used a simple but arresting creative device of visually editing the text spoken by vulnerable people in need of help. This showed how GPs can quickly cut through misconceptions, misinformation and confusion to offer reliable expert advice, treatment and support. The glaring, even dangerous, disparity between assumption and fact helped reinforce this need for expert advice from a GP.

The campaign was successful with post-campaign research demonstrating that it had created a positive shift in awareness and attitude towards telehealth options and increased awareness of the opportunities for safe in-person consultations.

Website: https://www.expertadvicematters.com.au