Client

Osteopathic Council of New Zealand

Work

Communication Consultancy, Media Buying and Placement, Photography Curation, Print and Digital Design

Brief

OCNZ had a tricky task: they needed to educate people about their role within New Zealand healthcare, but couldn’t advertise osteopathy as a discipline. They wanted Kiwis to understand the professional equivalency Osteopaths operate under and how OCNZ ensures they measure up to standards. They trusted Wonderlab to educate and inform without advertising the profession.

A smiling man in a white sweater assists an older woman with a shoulder movement. The poster reads: “Every osteopath in NZ is registered and must meet OCNZ's standards of care.” A QR code and web address are visible.
A flat lay of printed brochures and flyers for osteopathy services in New Zealand, featuring photos of patients being treated and bold yellow text stating, “Every osteopath in NZ is registered and must meet strict standards of care.”.
A smartphone displaying a news website. The screen shows a yellow ad about osteopaths in New Zealand above a section titled "NZ news" with photos of three men and a headline about Labour's policy.
A healthcare professional examines a woman's back against a bright yellow background with the text "Nau mai Welcome. So, you want to know more about OCNZ?" displayed on the left.
A digital graphic displays three yellow ads about osteopaths in New Zealand and a smartphone screen showing a Facebook post with osteopath information and an image of a woman holding a yellow umbrella.
The objectives

Educate without overtly advertising!

The goal

Over half of the public doesn’t know that all osteopaths are registered, and the other half doesn’t really understand what an osteopath actually does. Design and implement a social media compaign and collateral to help resolve this.

The process

We kept it simple. Understanding that questions generate strong click-through rates and pre-filter the audience, we devised two simple questions — one for those in the know, and one for those who were not.

The deliverables

  • A limited media budget required maximum relevant exposure using Stuff, NZME, and Google Display Network.
  • Successfully achieved the primary goal of driving educational traffic
  • Delivered 1,471 clicks to the osteopathic care information pages
  • Achieved a strong 2.14% average Click-Through Rate (CTR)
  • Maintained a highly efficient $1.48 Cost Per Click (CPC)