Overview

All Australians should access quality health care when they need it. But when help is too far away, The Royal Flying Doctor may be their only chance of survival.  

Because the Flying Doctor evokes the romantic outback picture and saving a life is one of the most compelling offers for supporters, the Flying Doctor's Christmas and Tax appeals' stories are about emergency flights.

If this emergency flight involves flying a premature baby like Calvary from Perth to Melbourne for open-heart surgery at The Royal Children Melbourne Hospital, extra care is needed as new-borns are so fragile.  

Calvary's life depended on a 2,700km flight from Perth to Melbourne. Thanks to Flying Doctor, she could get her lifesaving surgery at The Royal Children Hospital.

"No Child Should Die Because of Where They Live". This is true for Calvary and for any other children the Flying Doctor save each year.

The appeal proposition came up during a co-creative session with the Flying Doctor.

Challenge

The Flying Doctor needed to increase their Tax Appeal income in a challenging 2020 context, where Summer bushfires and COVID-19 outbreak shacked fundraising activities and results. With a highly performing February Newsletter, and an unplanned digital COVID-19 emergency appeal in April and raising 13% of Tax target, meeting target at Tax was ambitious.

Solution

We brought the Flying Doctor core mission into focus while highlighting the essential role they play in saving lives. Calvary would not have received lifesaving surgery in Melbourne without the Flying Doctor. She needed be to be handled with the greatest care. This Is how the Handle with Care Appeal came to life.