OCULAR created the Dare to be Average campaign to raise awareness of New Zealand’s poor ranking in medicine access compared with other OECD countries.
At the heart of the campaign was Bill the Pill, a chirpy but overworked mascot representing New Zealand racing to keep up with other nations. Supported by a bold visual identity, animation, vox pops, and social media assets, the campaign transforms a complex issue into a relatable story to spark a national conversation.
