Healthcare and horror already share a waiting room. Moshy, the Australian-owned digital health provider, is leaning into that overlap for Halloween with a new out-of-home push built around the year’s most talked-about thriller and horror releases.
The second annual campaign spoofs Obsession, Backrooms and You Can See Everything in targeted Sydney locations. The thesis is direct: the scariest part of seeking weight loss support is often not the treatment, but the system around it.
Turning healthcare anxiety into poster art
Instead of running standard reassurance ads, Moshy’s in-house content studio turned the category’s most common friction points into horror imagery. Waiting rooms, inflexible scheduling and awkward appointments become the monsters. The posters then promise an alternative: one-on-one doctor consultations and ongoing support that fit a patient’s schedule.
Jonathan Seidler, Creative Director at Mosh and Moshy, explained the angle: “Traditional healthcare systems can be genuinely daunting.” His team, he said, used favourite horror posters to spotlight how scary waiting rooms and rigid scheduling can feel when someone is looking for support.
“Weight loss shouldn’t feel scary or restrictive. With Moshy, patients get one-on-one doctor consultations and ongoing support entirely on their schedule.”
He added that practitioners work in a judgment-free environment and coordinate with a patient’s regular GP, so care remains comprehensive.
Why this works
This is fear transference with a seasonal hook. The campaign takes an internal customer anxiety and gives it a visual language audiences already understand. A horror poster is preloaded shorthand: no explanation needed.
For growth and brand teams, the useful part is the mechanics, not the Halloween timing:
- Find the real blocker in your customer journey, then pair it with a familiar cultural reference.
- Keep the product promise specific: consultations on your schedule, judgment-free support, coordinated care.
- Build an ownable format: Moshy has now run this twice, turning Halloween into a brand moment rather than a one-off.
What marketers can steal
The lesson is not “do horror advertising.” It is about tension and relief. Moshy first dramatises the anxiety, then removes it in the same frame. That structure works for any category full of unspoken dread, whether it’s finance, legal or healthcare.
Make the villain something the audience already fears, keep the resolution product-backed, and you can run a campaign that feels entertaining without losing the offer.
The work was produced in-house, with media handled by Fourteen10. Credits include Creative Director Jonathan Seidler, Designer Tonyteni Taulaga, Art Director Eamon Hayward, Content and Campaigns Lead Olivia Whiting, and Head of Performance Lee-Helena Rosolen.
Source: Campaign Brief
