St John Ambulance VIC unveils Australia’s most dangerous home in new work via Town Square 

Australia’s most dangerous home takes centre stage in a new integrated campaign for St John Ambulance Victoria created by Melbourne independent agency Town Square, to highlight how accidents and injuries can often strike when and where they are least expected.

The ‘If it happens at home’ campaign builds on the ‘Know First Aid’ brand platform. The first campaign, also from Town Square, broke category convention by switching the focus from victim to responder with the public outcry ‘Does anyone know first aid?’. This latest phase makes it personal, confronting people with the reality of being powerless in the place they should feel safest.

Says Brendan Day, executive creative director at Town Square: “This campaign doubles down on the less is more approach to storytelling. Instead of featuring panic or people, it focuses on simple everyday scenes at home that hint something has gone wrong, creating tension and inviting viewers to fill in the devasting blanks. By using relatable scenarios, illustrated with simple imagery, we want to motivate people to prioritise first aid training for the safety of all their loved ones.”

The campaign films, social, press and out of home will drive viewers to connect to a website inviting Aussies to test their first aid knowledge. A content series that helps people make their homes safer by knowing first aid will also be introduced.

The leading cause of death for those aged under 44 in Australia are injuries from accidents, while 28% of Aussies have never been trained in first aid. An estimated 59% of Australian deaths from accidents could be prevented if first aid was administered before an ambulance arrives.

Says Emma Klinakis, marketing and community programs manager at St John Ambulance Victoria: “Most people think the worst won’t happen to them, which is why our Know First Aid platform is so important. It creates relevancy and impact and encourages more Aussies to be first aid trained. We know this will ultimately save more lives.”

Client: St John Ambulance Victoria
Chief Executive Officer: Gordon Botwright
Marketing and Community Programs Manager: Emma Klinakis
Creative & Media Agency: Town Square
Executive Creative Director: Brendan Day
Art Director: Peter Crawford
Copywriter: Samuel Nicolaci
Head of Production: Anna Morris
Head of Media: Adrian Tan
Production Company: Good Grief Productions
Directors: Henry Gosper & Cam Trafford
Producer: Douglas E Pope
Director of Photography: Jesse Lane
Sound Design: Andrew Collie Richards
Photographer: Lillie Waters