Ogilvy New Zealand

Client: University of Auckland
Product: Bachelor of Pharmacy
Title: #NotJustAWhiteCoat
Media: Social
Country: New Zealand
Date Of Campaign: 12 August 2022 - 12 December 2022

Background: There’s a perception that pharmacists simply swan around in white lab coats and count out pills. The truth is that Pharmacy is hugely diverse, rewarding and has a big impact on the wellbeing of a community. The University of Auckland needed to shift this perception to recruit new Bachelor of Pharmacy students and safeguard the future of Aotearoa’s health.But the next generation aren’t reading university prospectuses and they certainly aren’t aspiring to count pills.

Idea: We took Pharmacy to where highschoolers hang out, and repackaged it as a fashion drop - pairing past graduates with artists to create collab lab coats exploring the different roles Pharmacists play in society and dropping them on Instagram and TikTok.

Results: Over 26,000 potential pharmacists engaged with the campaign, there were 38% more ‘apply now’ clicks than places on the programme, and BPharm applications increased by 5%.