Recruitment for QLD TMR

The Northern Territory National Emergency Response was announced by the Australian Government in August 2007. One of the objectives of the "intervention" was to improve the health standards and life expectancy for Indigenous Australians living in Australia's Northern Territory, where their life expectancy is up to 20 years less than the rest of Australia.

Aspen Medical was appointed by the Australia Government to supply short term medical infrastructure to remote Indigenous communities. The organisation Remote Area Health Corps (RAHC) was created. Daemon Within was appointed by RAHC to develop communications to engage and attract health professionals from Australia's capital centres to commit to short term appointments to remote indigenous communities in the Northern Territory. In addition to attracting health professionals, the communications had to also relate to existing Indigenous health organisations and communities.

The challenge was how do you create a suite of communication that attracted urban based health professionals while remaining sensitive to the Australian Indigenous culture? The answer was research, lots and lots of research. In addition to researching the meaning of icons, patterns and regional styles from distinctive Indigenous artworks, our team underwent an intense Indigenous training program before visiting the remote Indigenous community of Ampilatwatja.

The visit to Ampilatwatja resulted in an awakening of the senses as we gained a rare insight into the dynamics of an Indigenous community and experienced the beauty of Australia's unique "Red Centre". The biggest surprise was was how soft and diverse the Australian outback was. The natural colour palette extended beyond the red and gold ochres that you would expect and the light had a magic all of it's own.

The combination of extensive research and hands on experience resulted in a suite of collateral that not only reflects the natural beauty of the Australian outback but captures the vibrancy of a rare and unique culture without the stereotypical cliches of exploited Indigenous themed graphics. This has resulted in RAHC filling over 700 short-term health professional placements in remote Indigenous communities across the Northern Territory, contributing in over 2500 weeks of primary health care service being undertaken, equating to more than 50 full time health professionals working a year each.

Within was asked to develop a recruitment campaign for Grain Corp, one of Australia's largest Grain Storage, Handling, and Ports Network. The campaign needed to reflect all the core business elements which Grain Corp covered. From grain farming, storage, handling and sales through to logistics and global delivery, all areas of the business needed to be reflected in order to recruit the diverse range of skilled workers required.

A simple execution was developed which reflected how the simple grain is part of our everyday lives, especially working within the Grain Corp range of divisions.

With the launch of the Citi Group Re-Brand, Within was challenged with the task of highlighting the potenial of Citi Group to graduates and the potential career opportunities within the group. We decided in such a busy environment and the obvious ‘look at me’ tactics normally taken within this environment, that a simple understated approach was best way forward. The line needed to be delivered in a quick sharp method to maximise Citi as an employer of choice amongst graduates.

With the imminent launch of the new Telstra concept store in Melbourne, Telstra were looking for a different type of employee to the staff they had traditionally been able to attract to their stores.
A courageous strategy was developed for a blind campaign to target early adopters excited by the proposition and not put off by the company. Use of Google with banners on the job boards mixed with a campaign on the trams of Melbourne took the message directly to our target audience. Our strategic recommendation included a single URL, www.retailrevolution.com.au ensured that only people comfortable with technology who liked what they saw would apply.

Godfrey’s the well known Vacuum sales centre in Australia approached Within to develop a new and unique campaign for them to recruit highly skilled sales individuals. Within took the approach to develop a campaign which added some fun and creativity into what the sales team would actually sell. Actual Sales staff were invited to take part in the photo shoot and become ambassadors of the brand. Being the dynamic and fearless individuals they are, the images were to reflect this culture back to the target market.