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A World Without Pathology

How we got people to value the importance of pathology by confronting a world without it.


Raise awareness of the importance of pathology and pathologists and as a result ensure that state funding for pathology is maintained.


We created an online, content-led campaign featuring acclaimed actor Damon Gameau (Howzat!, Underbelly, Puberty Blues) demonstrating the importance of pathology by asking, “What if pathology didn’t exist?”

Three 60 second spots proposed somewhat surreal answers to the question, “If pathologists didn’t exist, where would the answers come from?” An interactive film experience invited viewers to experience and share a variety of equally odd alternative answers to the same vital question.

With no media budget to “buy” an audience, we utilised the 2,300 members of the RCPA as the initial channel to reach the general public.