St John Ambulance Tasmania challenges Tasmanians to make first aid training their first priority in new campaign via Showpony, Hobart

First aid training is rarely at the top of anyone’s to-do list. Sometimes that can have devastating consequences.   Working with St John Ambulance Tasmania, Showpony Hobart has created an emotionally charged campaign that highlights the risks of not being prepared. The campaign is designed to get individuals and companies to sign up for first aid courses.

Over 60,000 Australians are hospitalised by unintended accidents each year and 46% of Tasmanians say they have witnessed a health emergency in the last twelve months. Yet around one in three people report that they have never had first aid training.

Says Parris Mesidis, group creative director, Showpony: “When it comes to first aid training we all have the best of intentions but too many of us end up relegating it to our ‘to do’ list. It’s kind of incredible and just a little nuts to think that we would prioritise learning potentially life saving skills right up there with mowing the lawn or putting away last week’s laundry. That’s the insight that sits at the heart of this campaign.”

Says Andrew Paynter, CEO, St John Ambulance Tasmania: “When we saw how Showpony responded to our brief we were blown away. We wanted something that would really provoke an emotional reaction. Something to further support our purpose in making our Tasmanian community safer through first aid. This ad was exactly what we were hoping for.”

The campaign was launched on free to air and on demand television with supporting social, radio and print components.. It is hoped that Tasmanians will use the campaign as a reminder to move first aid from the to do list, to the done list.

Says Claudia Steven, general manager, Showpony Hobart: “Having opened our doors in Tasmania just over a year ago we’re thrilled to be working with St John Tasmania to deliver such an important message. Doing it pro-bono was a small way that we could give something back to the state.”

Says Joanna Curteis, marketing manager at St John: “Normally a production of this scale would be out of reach for a not for profit organisation like ours so we’re grateful to all the support that we’ve received from the advertising and media people.”

Says Mesidis: “So many clever, creative people volunteered their talent and time to bring this campaign to life. Special thanks  to Nicholas Muecke (director), Emerson Hoskin (DOP), Nick Frayne (gaffer), Lili Harrison (Styling) and Scott Illingworth and John Bartlett of Seeingsounds for their amazing composition and sound design. Collaborating with this crew was a pleasure and a privilege.”

Says Jamie Scott, group managing director, Showpony: “One of the main reasons we set up in Tasmania was to tap into the beauty and creativity this place inspires. This campaign is our first real expression of that ambition and to be doing it for such a worthy brand is even better.”

Showpony is a network of deliberately smaller, highly experienced teams operating in Hobart, Melbourne, Adelaide and Sydney.