SA Health: Waiting Is Not An Emergency

The Second instalment in SA health's challenging behavior campaign via Showpony Adelaide was launched with a provocative, social content piece. The "reality advertising" format that was so successful in the multi-award winning "Hands off our Ambos" campaign has been revisited with security camera footage of a working Emergency Department. The web film contrasts the aggressive behavior of a low priority patient with the plight of critically injured patients who have their lives hanging in the balance, in a busy city ED. Created to combat a sharp rise in aggressive and abusive behaviour towards staff in emergency departments, the campaign was the outcome of extensive consultation with hospital staff and dozens of hours spent on the ground, in ED's across the state.