24 Feb 2010, Posted by Ross Floate in Blog, Print, Project Stories, below the fold, 0 Comments

The Women’s Story

The value of an organisation as complex as the Royal Women’s Hospital in Melbourne is a difficult thing explain to people. It means different things to different people, and it’s tempting to tell the story from the point of view of the people who work there. Tempting, but probably the wrong thing to do in the long run.

We asked our clients to lets us know what were the most representative types of cases that made their way through the hospital. Once we had that information, we were able to do the really important thing – personalise the hospital. Instead of pictures of doctors, nurses, midwives and babies, we interviewed and photographed real women who either were at, or had recently been through the hospital. People were more than happy to help.

So that we could get as much value for the hospital as possible, we arranged for the women to be professionally filmed while a journalist interviewed them for their piece in the booklet we were producing. This footage was then used as the basis for a television public service announcement.

We’ve worked extensively with the hospital ever since.

P.S: The photography in this project was taken by the very talented James Braund. You can see more of it here.

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