In a bid to address increasing demands on Australia’s healthcare system, the Federal Government has announced the first-ever national advertising campaign aimed at raising the profile of general practitioners, nurses, midwives, allied health professionals, and other primary healthcare careers. The campaign showcases non-hospital medical settings, such as general practice, aged care, mental health services, Aboriginal Community Controlled Health Organisations and other community health facilities, highlighting the critical role of primary care in prevention, community support and managing chronic conditions before they escalate.
According to the Government, the initiative will run across multiple platforms—including television, social media and billboards—offering clear pathways and incentives for those looking to begin or advance in primary healthcare. Materials will be translated into several languages and feature a tailored component for First Nations people, emphasising meaningful opportunities to work within their communities.
Minister Butler on the First-Ever Government Campaign
“Considering how critically important primary health care professions are, it seems incredible that we are the first Australian government to run a careers campaign like this,” said Minister for Health and Aged Care Mark Butler.
“The campaign will elevate primary health care and raise the profile of GPs, nurses, midwives, allied health professionals, First Nations health practitioners and every single health professional. This new campaign will highlight the rewards and joys of the many different professions in primary health care, one person and one case at a time.”
Growing the GP Workforce
Royal Australian College of General Practitioners President, Dr Michael Wright, stressed the urgency of expanding Australia’s GP workforce: “We need to grow our specialist GP workforce faster to meet the increasing need for care across Australia. Our population is growing and ageing and we have an epidemic of chronic illnesses, which requires high-quality specialist GP care. This means we need to train more GPs, and we also need to promote the benefits of general practice as a career to attract future generations of doctors.
“Being a GP is one of the most rewarding careers, it offers great flexibility and variety, and the chance to build meaningful connections with your patients and community – we need to get this message out to those making career decisions.”
Nursing and Midwifery in the Spotlight
Australian Nursing and Midwifery Federation Federal Secretary, Annie Butler, applauded the campaign’s focus on primary care: “We commend the government on its ongoing efforts to build our primary healthcare workforce. Primary healthcare plays an integral role in preventing ill-health and promoting public health – that’s why it’s the best model of healthcare for the future. It’s also the most affordable and effective way of keeping people out of hospital. And, as nurses and midwives are the largest group of health practitioners working in primary healthcare, it’s critical that the government expands the role of nurses and midwives in primary healthcare.
“Primary health nurses play a critical role in prevention and screening, chronic disease management and health education in the community. We need to ensure that government funding supports building a better primary healthcare workforce – one that allows nurses and midwives to work to their full scope of practice and maximises their contribution to the health of our community.”
Encouraging First Nations Careers
National Aboriginal Community Controlled Health Organisation Deputy CEO, Dr Dawn Casey PSM, underscored the importance of supporting Aboriginal and Torres Strait Islander pathways: “It is important to work closely with communities to support Aboriginal and Torres Strait Islander people who want to pursue a career in primary health care. For many, it’s not a matter of going straight into university, but it’s about following a pathway in which they may start as an Aboriginal health worker and then go on to studying nursing or medicine.
“The First Nations Health Traineeships, funded by the Labor Government, show what happens when you get in behind Aboriginal communities to recruit much needed staff for their local ACCHOs. Already, we have over 300 trainees in place out of the 500 places available in the program. Many of these trainees will go on to become doctors and nurses.”
‘Care Starts in the Community’
Australian Primary Health Care Nurses Association President, Karen Booth, emphasised the campaign’s long-term benefits: “For the first time, primary healthcare careers are getting the attention they deserve—because keeping people healthy starts long before they reach a hospital.
“Australia needs the right primary healthcare nurse, with the right skills, in the right place—because great care starts in the community.”
By showcasing the breadth of career options in primary healthcare, alongside practical pathways and success stories, the Government aims to attract newcomers, inspire current professionals, and reshape public perceptions of what it means to serve at the frontline of community health.
Ritchelle is a Content Producer for Healthcare Channel, Australia’s premier resource of information for healthcare.
