Proud to stand behind those who go further for Queenslanders

Posted 24 Jul

RFDS | Healthcare | Recruitment + Community CampaigN

Who They Are

The Royal Flying Doctor Service (Queensland Section) is one of Australia’s most iconic healthcare providers, delivering essential medical care to remote and regional communities across the state — by air, by land, and by sheer determination.

This campaign was part of our 2025 Community Partner Program, a platform that champions bold, purpose-led ideas from organisations making a real difference.

The Opportunity

Like many sectors, RFDS faces an evolving challenge: attracting and retaining a skilled workforce. But their recruitment goals go beyond filling positions — they’re about finding people with purpose. With roles spanning pilots, engineers, and mental health clinicians, RFDS needed a campaign that could inspire action, spark pride, and draw in those ready for meaningful work.

At the same time, RFDS wanted to activate community goodwill and visibility through a separate, emotional message, inviting the public to "Send a message to the sky” and thank the dedicated staff who work far beyond the reach of our city streets.

The Approach

Recruitment Drive – “Life Off Autopilot”

• Showcased the variety of roles within RFDS using real employees
• Emphasised lifestyle, impact and adventure — not just job specs
• Positioned RFDS as a place where purpose meets profession

Community Engagement CTA – “Send a Message to the Sky”

• Created a digital destination for people to share messages of thanks
• Tied billboard messaging directly to emotion and support for RFDS

The campaign ran across 32 digital billboard faces in Brisbane, using high-impact, commuter-facing placements for scale and frequency.

Why the creative worked

Real faces, not stock photos: Every ad featured real RFDS team members — engineers, mental health workers, pilots captured in authentic settings. Punchy, layered headlines: Lines like “Life Off Autopilot” and “Save Lives. Live Yours.” gave just enough intrigue to spark interest, then paid off with direct CTAs.

• Contrast and colour: Clean type, bold colour fields, and human-centric photography helped the ads stand out.
• Versatility: Each execution focused on a different role or message but felt cohesive across the full campaign.
• Purpose first: This campaign made meaning the headline, and that’s what mattered.

The results

The campaign delivered strong audience engagement across both key demographics. Among people aged 14+, it reached 1.39 million viewers (48.8% of the market) with more than 10.8 million impressions and an average frequency of 7.8 times per person. For adults 25+, the campaign achieved an LTS reach of 1.15 million (49.1%), generating 9.2 million impressions and a consistent 8.0x frequency.

Out-of-home isn’t just for selling products,  it’s for sparking pride, driving purpose, and shifting public conversation. RFDS showed how a strategic, emotionally-led campaign can both recruit and rally, with clarity, simplicity, and impact.

Want to see more campaigns that make a difference? Contact us to explore how out-of-home can power purpose, people, and performance.

Campaign metrics sourced from MOVE (Model: August 2025 – 2022 Model) and goa campaign delivery reporting. MOVE is Australia’s industry standard for Out of Home measurement, tracking visibility, reach, frequency and Neuro Impact Score to measure audience attention and brand recall. Learn more ↗