Life insurance company TAL is promoting its partnership with Australia’s Royal Flying Doctor Service (RFDS) with a new campaign.
The campaign aims to launch the partnership, which will see TAL support the RFDS, one of the largest and most comprehensive aeromedical organisations in the world and the most trusted charity brand in Australia.
The ad brings to life the experience of the service, which provides health care and 24-hour emergency service to people in Australia’s rural regions and covers an area of 7.69 million square kilometres.
The ad shows a remote community coming together to create a runway to help an RFDS plane land in a field.
The campaign, which is running on TV and social media during the Australian Open, was created by BMF with production company Exit Films.
BMF creative director Jen Speirs said, “As you can imagine, in the remote areas that the RFDS operates, luxuries like well-lit, rock-free runways without kangaroos grazing along them, just don’t exist. So the only reason a plane can land safely and respond to an emergency, is because the people on the ground step up. Whatever time it is. And that’s the story we wanted to tell: people coming together, as Australians do, to get the job done.”
Antony Wilson, general manager – brand at TAL said the campaign aims to spark a conversation with Australians about insuring and protecting their lives.