On average, it takes 466 days for a medicine to become available on the PBS after it has been deemed safe and effective by the TGA — far longer than many other developed countries. Working with their Special Interest Groups, Medicines Australia engaged us to amplify their campaign strategy of rallying Australians to advocate for a stronger PBS.
We developed an integrated campaign designed to build momentum and mobilise Australia. First, we transformed a Sydney bus stop into a waiting room, so regular Aussies inadvertently became part of the campaign. This made the issue immediately relatable and drew both public and media attention. Corporate partners transformed their receptions into waiting rooms. We grew an online social community. Then, to capture the attention of our nation's politicians, we took over Canberra airport, welcoming them to the capital of the World’s Biggest Waiting Room. All touch points directed people to the website where they could pledge their support to cut PBS wait times from 466 days to 60 days.
