St John Ambulance Victoria launches new ‘Know First Aid’ brand platform via Town Square
St John Ambulance Victoria has launched its new brand platform, ‘Know First Aid’, via an integrated campaign created by agency Town Square.
Produced by Airbag, the campaign will be rolling out across TV, radio, digital and social with Town Square also handling all media planning and buying responsibilities.
The campaign is built around the insight that 45% of all deaths of those aged under 44 in Australia are due to accidents, yet less than 1 in 8 Australians know first aid, one of the lowest rates in the world. An estimated 59% of deaths from injuries could be prevented by first aid being administered before emergency services arrive.
From this, the simple but powerful ‘Know First Aid’ platform was created. It focuses on the first moments after something awful happens because when something happens, having first aid training is the difference between knowing what to do next, or not.
Says Neville Doyle, CSO, Town Square: “When you look at the statistics it’s shocking how many Australians could be saved each year through the simple act of more of us knowing first aid, which really underlines the crucial role that St John Ambulance Victoria play in the community, and the importance of helping them continue to grow and increase their impact on Victorian communities.”
Says Brendan Day, ECD, Town Square: “It’s a campaign that’s all about coming in late and leaving early. It’s not about what happened, it’s about what happens next. The in-between time, where first aid lives and every second is crucial. The oner style films and radio spots exaggerate this making it clear that every moment counts—there is no escape or edit points in real life.”
The campaign aims to highlight the importance of the work that St John Ambulance does, and encourage Victorians to search for more information on the many different ways St John Ambulance Victoria operates in their community.
Says Emma Klinakis, marketing and community manager of St John Ambulance Victoria: “It’s exciting to see the work from our partnership with Town Square out in the world. We’re very proud of the work we do here and the tangible impact it has on the lives of all Victorians. We hope we can inspire people to know first aid whilst also educating them on the vast number of ways that St John Ambulance Victoria interacts with and helps supports event, communities and people across Victoria.”
PLAY THE NUTS SPOT
PLAY THE WAREHOUSE SPOT
Client: St John Ambulance Victoria
Chief Executive Officer: Gordon Botwright
Marketing and Community Manager: Emma Klinakis
Marketing Executive: Lorraine Meehan
Marketing Coordinator: Cassandra Taylor
Creative & Media Agency: Town Square
Executive Creative Director: Brendan Day
Senior Art Director: Benny Moore
Chief Strategy Officer: Neville Doyle
Account Director: Jackson Van Maanen
Senior Account Manager: Jacqui Smith
Head of Production: Anna Morris
Agency Producers: Danny Braunstein, Elizabeth Campbell
Head of Media: Adrian Tan
Media Executive: Bethany O’Neill
Production Company: AIRBAG
Director: Nicholas Carlton
Exec Producer: Martin Box
Producer: Johanna Rayner
DOP: Shyam Ediriweera
Sound Design/Music: Dimitri Golovko
Bang Bang Studios
Sound Designer: Stephen Renfree
21 Comments
Well, that river one was a far more intense viewing experience than I was ready for this morning
This is very effective. Onya Brendan!!
Whelp, that just ruined my morning (and also has me searching for first aid training, so it clearly had the desired impact)
Woah. These will work their socks off. Saw the version on air where the paramedics arrive though which equally made me pay attention. Nice one Airbag and Town Square Team.
Another sharp piece of work from Town Square.
I like these, and the simplicity & power of the platform. Thumbs up.
Has stuck with me for days. Literal parental nightmare fuel. Which I guess is what you need to break people out of their apathy and take action.
I rate these a lot
Just so so simple and very real feeling
Ace work Townies
First ad that has actually made me want to get off my arse and do something.
Goosebumps!
That made me feel sick, but it made me feel something for once. This is seriously good work
simple yet powerful
well that’s one of those ones that hits you in the stomach and then sticks around in the back of your head all day
*clap* *clap* Nick
Insight to idea to execution – every stage of this has been nailed
Wow, those two spot stopped me in my tracks.
Real. Visceral. Brilliant.
This is good.
A good, simple idea brought to life with a clear focus on the crafting it into something gut wrenchingly powerful.
More of us should focus on this approach rather than whatever the latest gimmicky ‘fad du jour’ may happen to be.
Simple. Brilliant. Well executed.
Can’t say I see what all the other commenters are talking about. The performances are hammy. The framing of danger just out of clip is odd and makes everything a little less believable.