TAL and Royal Flying Doctor Service launch ‘People Helping People’ campaign via BMF

Australians can’t help but help. It’s built into our collective DNA. When someone needs a hand, we help out. In fact, 34% of us regularly volunteer our time to help others. It’s a characteristic born out of necessity. You can’t survive in this country, with its harsh weather, dangerous wildlife and, most of all, extreme remoteness, without helping one another.

TAL brings this community spirit to life in a campaign to launch its partnership with the Royal Flying Doctor Service (RFDS), one of the largest and most comprehensive aeromedical organisations in the world, providing extensive primary health care and 24-hour emergency service to people over an area of 7.69 million square kilometres.

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Says Jen Speirs, creative director, BMF: “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. Perfectly captured by Ben and the Exit team.”

Says Antony Wilson, general manager – brand, TAL: “This partnership is a coming together of two major brands. The Royal Flying Doctors is the number one most trusted charity brand in Australia, and TAL the number one and leading brand in Life Insurance. Bringing our two businesses together is a very exciting time, as we talk to Australians about insuring and protecting what is so wonderful in This Australian Life”.

TAL’s partnership with RFDS and the campaign will be launching this month during the Australian Open and will be on TV and Social.

Agency: BMF Sydney

Senior Manager, Brand Strategy: Camille Hiess