The identified behaviour:
Medical students are choosing hospital-based specialisation over a career in general practice. We need students to have an attitudinal shift and to think of general practice as an exciting career where they can be at the frontline of Australian healthcare.
How we inspired change:
We inspired medical students to choose to specialise in general practice by showcasing the possibilities that come with a career in general practice. The campaign featured 7 real general practitioners who shared the benefits of working as a GP which included flexibility and diversity.
High engagement on social media.
Still in market.