Art Direction

A 31% rise in aggression and abuse towards staff indicated South Australia’s emergency departments were becoming increasingly dangerous places. Recognizing this concerning trend, our primary goal was to implement effective measures to enhance the safety and well-being of emergency department staff. By addressing this issue proactively, we aimed to create a secure environment that enables medical professionals to concentrate on addressing the most critical and life-threatening emergencies promptly.

Our thorough research involved visiting emergency rooms This experience uncovered two key findings: 

1. Patients waiting for attention simply couldn’t see the life-threatening emergencies being attended to.

2. Once patients understood they were comparatively low-priority and not at risk of serious harm, there was less of a problem.

We uncovered the raw reality of a bustling emergency department, shedding light on the hidden moments beyond the waiting room's facade. This groundbreaking film skillfully intertwined authentic experiences and promotional elements, capturing the genuine essence of a functioning ED through real staff members facing true-to-life situations.

Critically, local and national broadcasters promptly picked up the post, sharing this crucial perspective on the ED. This widespread coverage enabled thousands of individuals to voice their unwavering support for the dedicated healthcare professionals diligently working in that environment.

ECD Parris Mesidis via Showpony Advertising