2020

It’s Up To Us

Western Health

challenges

We turned on the sirens for this one – we were dealing with a state of emergency. A fully integrated campaign was needed urgently, with a compelling brand concept due within a day of receiving the brief. We also needed to deliver a fully functioning website and its content within a week.

The overarching brief was to provide a website to connect people in western Melbourne to support in the fight against Coronavirus.

As the key health service in Melbourne’s western suburbs, Western Health required a strategy and aligned campaign to support the community during the pandemic.

Strategy

It was clear that more than just a website was needed to fulfil the brief and support the community. A broader campaign would act as a ‘rallying cry’ as well as drive the audience to an online platform for information, resources and other important content.

In a time of such uncertainty, engagement and connection with the community was an imperative element of the campaign’s success. Grindstone recommended developing and managing a targeted social media strategy to strengthen the campaign and reach audiences effectively.

With the pandemic affecting all walks of life, the brand needed to be accessible, easy to understand and to the point in its offering.

outcomes

Grindstone delivered the website’s full build, functionality and content within five days of wireframe approval.

Generating an engaged following, over 65% of the website’s visitors arrive via the campaign’s social media platforms, proving the need for this essential component.

The campaign encourages a focus on unity, support, and kindness in the community, and offers access to a rich pool of content online, an online hub of information, resources and other important content.

The campaign continues to set a ‘gold standard’ for helping healthcare workers and the community through this time.