Ad to boost public appreciation of pathologists
The Royal College of Pathologists of Australasia has launched an outdoor campaign designed to give the public a better idea of the role pathologists play in medicine.
The ad was created by The Hallway, and is the agency’s first campaign for its newest client.
“Many people are unaware that pathology is responsible for seven out every 10 diagnoses including all cancers and infectious diseases. It is also integral to monitoring chronic diseases such as diabetes,” said president of the RCPA, Associate Professor Paul McKenzie.
Pathologists examine blood and other specimens and are responsible for diagnosing and monitoring diseases.
“We tasked The Hallway with raising awareness of what we do, making pathology matter to the general public,” said McKenzie.
Credits:
- Client: Debra Graves and Bronwen Ross
- Agency: The Hallway
- Creatives: Simon Lee and Dave Lidster
- Creative director: Simon Lee
- Photography: Ben Rollison
- Retouching: Claire D’Arcy
Brilliant. So absolutely brilliant.
‘Credits to follow’ it says. They certainly will.
That’s a sick ad
The problem is the word ‘pathology’.
Most people don’t know what it means, or what a pathologist does.
It is a synonym for psychosis – a pathological liar, a psychopath, a sociopath.
Those who do know what pathologists do blame them for the vast increases in Medicare costs through pointless procedures.
I can’t see how this campaign will help. I read it at first as psychopaths have life’s answers. Which is odd. But even after re-focussing, shouldn’t the emphasis be on the test rather than the person who profits from it?
What’s the point of this? It’s a back room job – they don’t need their ‘awareness raised’. What benefit will this bring pathologist, and why should the public care?
Hi Craig,
I think you’re missing the point slightly.
The Royal College of Pathologists is the client. I think they probably are best placed to know if they need their profession’s profile raised.
I suspect one of their briefs is to argue for funding. It helps that debate if the public appreciate the service.
Cheers,
Tim – Mumbrellla
I don’t agree Steve. Isn’t good communications all about bring to life the big benefit. The tests are boring…..the results and interpretation by the pathologist is critical….I think it’s a good execution. Clever.
Why isn’t this in print???
Have to agree with Craig to some extent. If pathologists need awareness raised, who and why? It doesn’t really matter too much if ‘the public appreciate [sic] the service’ as the public doesn’t get a choice whether to use their services or not. If it’s about raising funding (from whom?) a more targeted information campaign (perhaps not even using advertising) would have been a better use of funds.
From here, it looks like pathologists talking to themselves to help them feel better about what they do. As you say Tim, it’s up to them as to how they spend their money but I don’t think they’ve received the best advice.
My garbage man says he doesn’t get the attention he deserves, maybe someone will do an ad for him.
@ Craig – Perhaps you can recommend The Hallway to him.
The tag line should be – Pathology – there is always a prick involved!