Our insight into the problem was that while a person may take a risk on their own health, they would be much less likely to behave this way on behalf of a loved one, particularly if it's a child.
So we decided to inspire and educate children on the simple fact that 'Speed Saves Lives'. These children would then passionately speak to their parents on our behalf, and this was in compliance with the PHMC regulations.
We achieved this by creating a series of immersive and money-can't-buy experiences for children, where they could come to Mount Elizabeth Hospital and become a 'Doctor For a Day'. Through these events, children aged between 6 and 12 registered to role-play doctors in various medical specialties (cardiology, gastroenterology, orthopaedic medicine and many others) and saw first-hand that timely medical attention at a private hospital can save a life.
We collaborated with online content publishers and ad networks that are popular with families with kids to launch the campaign, driving event awareness and registration. Local influencers, Kate & Andie were engaged to host a Facebook Live session to share their personal experience at A&E. Tickets were awarded to parents who expressed interest during Facebook Live session.