Royal Melbourne Hospital | Live from the frontline

In July 2020, Victoria was in the midst of its second wave. The government responded and the state went into its second Covid lockdown – the strictest and longest standing in the world.

Victorians were fatigued. Disillusioned and disobedient.

Despite the government's best efforts to convey the seriousness of the health crisis, their message had lost its punch. We’d become desensitised to the daily new case numbers and death tolls. And we’d become fixated on our freedoms.

If there were any chance of Victorians following health guidelines, we needed to show the damning effect our behaviour was having on the people who were putting their lives on the line to save us.

And so we launched, Live From The Frontline. An initiative that saw Victoria’s biggest brands and personalities pause to co-stream live updates from the frontline workers at the Royal Melbourne Hospital.

It was a PSA for Victorians, brought to you by a brand alliance.

A first-of-its-kind approach, the coalition enabled us to push our frontline messages further than a small, not-for-profit marketing budget could ever afford – to more than half of Victoria’s population, every stream.