This campaign falls under government recruiting for roles in the Australian Defence Force. The campaign did not interfere with any rules and regulations regarding health advertising in Australia, so we are unaware of the specific guidelines you are requesting. We can look into this further if need be, but it is unnecessary for this particular campaign.

To recruit the best civilian doctors into the Air Force, we needed an idea that showed them how much more interesting and challenging their jobs could be.

So we sent them more than a direct mail piece. We sent them a patient. In scheduled appointments with 30 of Australia’s best doctors, nurses rushed in patients from combat zones who appeared to be seriously injured.

In these simulations, doctors were challenged to diagnose the patients and realistically treat the wounds by looking at the x-rays, blood reports, and medical charts, all in real time.

As they provided emergency treatment to the patient, they learnt first-hand what it was like to be a medical specialist in the Air Force – and showed us that they have what it takes.

The Air Force needed to recruit 55 of Australia's top civilian medical specialists.

We sent them more than a direct mail piece. We sent them a patient. In scheduled appointments with 30 of Australia’s best doctors, nurses rushed in patients from combat zones who appeared to be seriously injured.

In these simulations, doctors were challenged to diagnose the patients and realistically treat the wounds by looking at the x-rays, blood reports, and medical charts, all in real time.

As they provided emergency treatment to the patient, they learnt first-hand what it was like to be a medical specialist in the Air Force – and showed us that they have what it takes.

We needed to fill 55 medical specialist roles. Every one of these roles was quickly filled, from brain surgeons to anesthetists. Australian medical journals and newsletters featured the campaign and it spread within the medical community. Not only did we show the top Australian medical minds what it takes to be an Air Force Medical Specialist, we convinced the best to become one.

Each trauma was based on real Air Force cases. The events were filmed and spread amongst the medical community.

Medical specialists are intrigued by interesting and unique traumas that they are not usually challenged with in day-to-day practice. By sending these highly skilled practitioners real cases, not only did we show the top Australian medical minds what it takes to be a Air Force medical specialist.

Each trauma was based on real Air Force cases. The events were filmed and spread amongst the medical community.

Medical specialists are intrigued by interesting and unique traumas that they are not usually challenged with in day-to-day practice. By sending these highly skilled practitioners real cases, not only did we show the top Australian medical minds what it takes to be a Air Force medical specialist, we convinced the best to become one.