When Covid-19 arrived in 2020, the hardest question every brand faced was simple: what do we say now? For Apollo Clinic, Newtown, the answer wasn't to go quiet — it was to be useful, reassuring and responsible. Across the worst months of the pandemic I ran their social feed as one continuous campaign: standing beside the doctors, keeping emergency care visible, opening up mental-health support, and tying it all together under two hashtags the clinic could own.
The first move wasn't about patients — it was about the doctors. They were anxious and exposed, so the clinic gave them safe, sanitised chambers and staff trained to hold every Covid norm. The creatives said that out loud: the people you trust are being protected too, so you can keep trusting them.
Apollo Clinic is known for its dental department — and dental emergencies don't wait for a lockdown to lift. With clinics shut across several zones, the message had to be precise: closed for routine visits, but open for the emergencies that risk real pain and infection. Clear, calm, and unambiguous.
The pandemic was a long exposure to stress — fear, worry and uncertainty became everyday. Apollo Clinic, Newtown opened counselling sessions for mental health, and the feed made space for it: a healthcare brand acknowledging that minds needed care as much as bodies.
Social stories are the fastest way to reach people, so the whole run was tied together by two hashtags the clinic could own. #LetsBeResponsible gave every creative one consistent thread; #HealthCareHero turned the feed toward gratitude — thanking the staff who kept working through the worst of it. Consistency did the heavy lifting: one voice, one look, one message.
