A Bold Outdoor Advertising Campaign for ExpressCare Clinics

Irish Life Health is making a strong impression across out-of-home (OOH) advertising with the launch of its latest ExpressCare Clinics campaign. Planned by Zenith and Source out of home, with creative execution from Folk VML, the campaign effectively communicates the brand’s fast and accessible treatment options available in Dublin and Cork. Designed to highlight medical services such as stitches, burns, and broken bone treatments, the campaign simplifies healthcare messaging while maximizing visibility.

High-Impact OOH Placements Across Ireland

The campaign utilizes a diverse range of OOH formats, ensuring maximum reach and engagement. The core message, "We’re there for express care", is creatively emphasized with a stitched design element that appears to mend a tear in the ad copy, reinforcing the brand’s healthcare focus.

Key placements include:

• Large-scale 96 Sheets

• Digital Bridges

• Upright 48 Sheets along major commuter routes

• Digital Golden Squares

• Luas Light Boxes, targeting busy pedestrian areas

These strategic placements ensure that the campaign captures the attention of commuters, shoppers, and city-center audiences, reinforcing brand awareness and consideration.

The Vision Behind the Campaign

Richard Daly, Senior Brand & Advertising Manager – Customer & Brand Team, Irish Life:

“At Irish Life Health, we understand that minor injuries and illnesses can be disruptive, but accessing the right care shouldn’t be. The new ExpressCare Clinics in Dublin and Cork provide fast, high-quality treatment for everything from stitches to burns and breaks – all without the need for an appointment.

Open seven days a week, our goal is to see patients within the hour, ensuring that both Irish Life Health members and non-members receive the express care they need, when they need it. Because when it comes to your health, we’re there for express care.”

OOH’s Role in Brand Awareness and Engagement

Scott Molloy, Senior Client Manager at Source out of home:

“The ExpressCare Clinics campaign is a prime example of how OOH advertising can drive attention and engagement. By combining bold creative with a high-impact, multi-format strategy, we’re reinforcing how Outdoor can connect brands with their audiences throughout their daily journeys.”

According to IMPACT Attention research, 67% of consumers state they have discovered new brands through OOH advertising. The high-visibility placements in this campaign leverage that insight, effectively reaching commuters, shoppers, and city-center audiences to drive brand discovery and engagement.

Conclusion

With its innovative approach and high-impact outdoor placements, Irish Life Health’s ExpressCare Clinics campaign demonstrates the power of OOH advertising in capturing consumer attention. By blending creative design, strategic locations, and a clear healthcare message, the campaign successfully raises awareness about ExpressCare’s fast and accessible treatment services in Dublin and Cork.

Whether you're a commuter rushing to work or a shopper in the city center, Irish Life Health is ensuring that when it comes to minor injuries, help is just around the corner.

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