The purpose of this campaign was to launch ‘Rosemary’ - a new nationwide healthcare platform in Australia, created by doctors for patients. Australia is a vast continent with the population spread far and wide. Through research the brand knew that audio media was a vital platform for communicating to a broad national audience. Audio and music had to be at the centre of the idea.The healthcare system as a whole was perceived as difficult to navigate, not user friendly but with an overwhelming misunderstanding of what an online Doctor could assess, diagnose and prescribe for a patient.


So there were a number of challenges to overcome with sector perception, but on top of that launch a new brand ‘Rosemary' to provide a solution in a positive, informative and memorable way.



There was a lot of information that needed to be communicated and music was the solution but creatively we wanted to move the sector in a fresh direction, far away from its confusing and sterile perception.So we created a band and wrote a song that lyrically and stylistically was positive, informative and a bit cheeky to launch on radio then rollout on TV with an animated version of the band and song. The campaign needed to build awareness of how simple it can be to address your health concerns, no matter what the issue or where in Australia you live there is a new name in Healthcare - Rosemary, that feels better!