Umm…ergency
SA Health
In 2024, South Australia’s emergency departments were at breaking point.
This behaviour-change campaign was developed to challenge mindsets around when to visit the emergency department, and to divert non-emergencies to urgent-care alternatives.
But we didn’t just want to talk about the alternatives. We poured blood sweat and tears into making them stick. With visceral imagery, and the most iconic riff of all time — Beethoven’s 5th.
Gold Effie Winner - 2025
Featured on Gruen Transfer
We’ve all been through the motions of wondering, ‘Do I sleep it off?’, ‘Do I call 000?’, ‘Where do I go if my GP is closed’, ‘Is this serious?’. To help shift behaviours, and delineate emergencies from non-emergencies that require varying levels of care, we distilled all of this complexity and uncertainty around the scary in-between situations into a single word, and a clear direction. Umm…ergency? Call healthdirect.
