The brief:

To create a compelling tax-time campaign featuring ex-patient Alexandra Judd.

Alex’s life was saved by the Royal Melbourne Hospital’s ICU and cardiac teams when her heart failed after giving birth to twins at the nearby Royal Womens’ Hospital.

Our concept: Critical Factor

We know that when the worst thing happens, every second counts.

It’s vital to have highly trained, integrated teams with access to the latest technology who can work seamlessly to provide lifesaving treatment – even for the most complex cases.

And what makes this possible? Donors.

They are the critical factor that allows the Royal Melbourne Hospital (RMH) to provide 100% world-class care to every patient, every day, 24/7.

Placing donors at the beating heart of our campaign, every communication Magnetic produced illuminated the critical role donors play in helping the RMH deliver compassionate, exceptional, and ultimately lifesaving care to extremely ill patients like Alex.

Our work included:

• Direct Mail, Two Wave Standard Value Appeal
• Major Donor Proposal
• eDMs, Meta Ads, Social tiles
• Campaign Landing Page
• Hospital Signage – Posters & Foyer Billboard
• OOH advertising

See our campaign featured on Channel 7 News here