Led by Australia’s medical colleges and societies, and facilitated by NPS MedicineWise, Choosing Wisely Australia® aims to start conversations between consumers and clinicians about unnecessary tests, treatments and procedures, enhancing the quality of care and where appropriate, reducing unnecessary care. Cube was tasked to achieve blanket coverage of the launch Choosing Wisely Australia campaign – encouraging consumers to take control of their healthcare decisions and clinicians to initiate healthcare discussions.


Working alongside NPS MedicineWise, Cube conducted national media outreach to both traditional and online outlets in the lead up to the launch, with commentary provided by a range of spokespeople representing the colleges and societies, the Consumers Health Forum and NPS MedicineWise. This achieved blanket coverage across TV, print, radio, online and trade media as well as impressive social media activation, with the hashtag #ChoosingWisely trending in Australia on the day.