Set against the vast and remote landscapes of Australia, To Me captures the profound impact the Royal Flying Doctor Service has on the lives of those it supports, both on the ground and in the air.

Building on the existing Transformation campaign, WDM developed To Me to highlight the scale and humanity of the RFDS’s work. The cinematic television commercial features a stripped-back acoustic version of INXS’s Don’t Change, performed by Pete Murray, and was shot using vintage anamorphic lenses across remote locations, including the Aboriginal community of Kintore, 700km west of Alice Springs. The result is a powerful and intimate portrayal of a service that is vital to so many Australians and remote communities.

WDM has partnered with the Royal Flying Doctor Service for more than 10 years, delivering campaigns that support awareness, engagement and fundraising across the country.

Client
Royal Flying Doctor Service

What the RFDS means to me
Campaign

Creative services
Campaign development
Creative strategy 
Creative ideation/concepts
Campaign creative and art direction
Campaign assets (graphic design)
Campaign guidelines and templates
Copywriting
Videography
Production management

A person standing on a rock formation in a desert at sunset, extending their arm toward the horizon.
Two outdoor advertisement posters on a brick wall, one showing a child riding a bicycle and the other showing an elderly person, with trees in the background, promoting caring for Australians by Royal Flying Doctor Service.
A family of three running on the beach at sunset, with the sky painted in pink and purple hues.
Close-up of three young men with diverse hairstyles and beards, wearing beanies, standing outdoors during sunset.
An elderly man with a beard and a striped knit cap looking into the distance against a cloudy sky during sunset.
Blurred motion of a car driving on a highway at sunset with a billboard in the background showing an airplane and the words "Caring for Australians, from the ground up."
A small propeller airplane flying low over a dry landscape with mountains in the background and a clear blue sky.
Silhouette of a person in a cowboy hat standing beside a horse during sunset at a ranch.
A small aircraft with a blue, red, and white color scheme on a dirt airstrip, with a group of six people in uniforms surrounding it, and a pickup truck parked nearby. The background shows a cloudy sky and distant hills.