We're proud to announce that our #NotJustAWhiteCoat work for the University of Auckland has just won a bronze at the Caple awards.
Congratulations to everyone in the team at Ogilvy and at the University of Auckland for daring to go beyond category conventions.
Here's some information for the project with the excellent results we've achieved.
Background: There’s a perception that pharmacists simply swan around in white lab coats and count out pills. The truth is that Pharmacy is hugely diverse, rewarding and has a big impact on the wellbeing of a community. The University of Auckland needed to shift this perception to recruit new Bachelor of Pharmacy students and safeguard the future of Aotearoa’s health.But the next generation aren’t reading university prospectuses and they certainly aren’t aspiring to count pills.
Idea: We took Pharmacy to where highschoolers hang out, and repackaged it as a fashion drop - pairing past graduates with artists to create collab lab coats exploring the different roles Pharmacists play in society and dropping them on Instagram and TikTok.
Results: Over 26,000 potential pharmacists engaged with the campaign, there were 38% more ‘apply now’ clicks than places on the programme, and BPharm applications increased by 5%.