Y&R Melbourne just sent me on a whirlwind of Australian travel research. They’re an awesome agency! So awesome that I might pack my bags and fly (way) west if they had any creative opportunities I could fill.
One of their many interesting projects was a medical recruiting challenge for Defense University. The client needed a way to give scholarships to the most suitable pre-med students through advertising, so Y&R created the Mobile Medic. Check out this explanation:
“It’s extremely accurate… and an interesting step forward to what’s currently taught in medical school,” reported Dr. Charles Bush in a longer case study of the campaign.
I find this project fascinating for many reasons but innovating diagnosis taught in schools today isn’t one of them. Many medical institutions have extended access to top-notch technology for research that spurs true global change. For an advertising shop to say they’ve innovated medical diagnosis is ridiculous. I’m definitely not suggesting that’s what Y&R is claiming, just saying that overdramatized “innovation” claims in advertising are way too common. Anyway, that’s another discussion. It IS safe for Y&R to say that they’ve innovated the way agencies interact with targets using print ads and mobile, all for a really unique client.
From a messaging perspective, I like this campaign for how it communicates the fast-paced nature of military medicine to students who have might only considered conventional practice. From a tech perspective, I really like that Y&R created multiple ways to augment the user’s reality. During the interaction, a student could see any combination of 3D organ models, mammograms and audio commands, all prompting unique responses that prove or disprove medical knowledge. Within a few minutes a student could be intrigued, led to interact, and shown results as to whether they had performed at qualifying standards. As the video said, the ad serves as an application for scholarship and Y&R inserted real purpose to what would’ve been a simple OOH placement.