guts logo | Brand Strategy Agency
Client:

Hunter New England Local Health District

Adventures and Accolades

What’s one profession we’ve all come to universally idolise in recent years? The nurses, doctors and allied health staff in our public hospitals are absolute heroes. We were asked by Hunter New England Local Health District to help them solve their dire recruitment challenge. The great resignation had them struggling to meet patient demand and they weren’t on the radar of Sydney health professionals.

Key Insight

Location and lifestyle are the key draw cards to working at Hunter New England Health. They attract a distinct mindset; equity-driven health professionals who want challenging work, an exciting career and also seek adventure. As one doctor told us in our research:

“Camping, surfing, skiing... we are really intelligent but an unsung hero. We have fab stories not a cupboard full of trophies.”

Strategy

To show you could progress your career and enjoy an adventurous outdoor lifestyle, we developed the Employer Value Proposition (EVP) ‘A different way’. This helped Hunter New England Health own their point of difference and stand out from competitors in metro areas, becoming an authentic challenger brand.

Targeted at mid-career health professionals, doctors and nurses who are fed up with the metro area lifestyle, the strategy talks to people who are looking for a better work-life balance without compromising their career.

Creative Idea

Adventures and accolades. Why can’t we have a life that is ‘more than work’? Hunter New England Health offers a different way: a great career and access to the best things in life. Family, community, the great outdoors and exciting adventures.

Determined to showcase the real-life heroes of the region in our campaign, from the get go, our call out unearthed an overwhelming number of real stories from the people of Hunter New England Health. It confirmed the strategy and made the final talent selection really difficult!

The campaign shoot took us offroad and into nature across the Hunter and New England region: Merewether Baths and Glenrock State Conservation Area (Awabakal Country), Maitland Hospital (Wonnarua Country), Oxley Lookout in Tamworth (Kamilaroi Country), and Gara Gorge in Armidale (Nganyaywana Country). We filmed the talent in their element at work and in their favourite local adventure – cycling, rock-climbing, swimming and bushwalking in these spectacular locations.

The Result

An integrated video and social recruitment campaign based on the real people of Hunter New England Health. The campaign launched on owned channels in Dec 2023, and by involving stakeholders from top to bottom, has already received overwhelming support internally. They now have confidence and clarity on what makes Hunter New England Health unique in the competitive health recruitment market.

Posters, brochures and postcards were also produced for expos and conferences to complement the recruitment drive. When you join the Hunter New England Health team, you’re joining a team of health experts that is passionate about exceptional patient care, down to earth and ego free. An exciting career surrounded by people who think differently and have the space to get outdoors and enjoy an interesting life.

Guts Creative isn’t just an agency; they’re partners in our journey. Their passion for pushing boundaries, and unwavering commitment to delivering the best result shines. Working with Guts has been a game changer.
Ashleigh Baines - Director, Strategic Relations and Communications
Creds:

Creative Direction: Brooke Moyle & David Mackenzie
Graphic Design: David Mackenzie
Director: Mark Alston
DOP: Kevin Holloway
Producer: Michael Hollis
Sound: Clint Topic, Sawtooth Studios
Photography: Lee Illfield

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Guts Creative acknowledges the awesome culture and creativity of the traditional custodians of the Country where we work: Awabakal Nation and Worimi Nation. We walk humbly in their footsteps, support the protection of their invaluable knowledge, and are inspired to do better by Elders past and present.
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