St John Ambulance Victoria spotlights at-home dangers, via Town Square
In a new campaign, St John Ambulance Victoria is stressing how injuries and accidents can occur anytime and anywhere – even in the comfort of one’s home – via indie agency Town Square.
The ‘If it happens at home’ campaign – an extension of the 2022 ‘Know First Aid’ brand platform, creative work that came eight months after Town Square was appointed as St John Ambulance’s advertising partner of record – is designed specifically to target the viewer, confronting them with the powerlessness that comes from not knowing first aid, and encountering a potentially life-threatening situation within the safety of one’s own home.
Playing across a out-of-home, social, press and a series of films, the advertisements will steer viewers to a website where they can “test their first aid knowledge”.
And with 28% of Australians having “never been trained in first aid”, while more than 50% “of Australian deaths could be prevented if first aid was administered before an ambulance arrives, the creative materials are essential in “creat[ing] relevancy” for viewers, said St John Ambulance Victoria’s marketing and community programs manager, Emma Klinakis.
“Most people think the worst won’t happen to them, which is why our Know First Aid platform is so important,” Klinakis said.
“It creates relevancy and impact and encourages more Aussies to be first aid trained. We know this will ultimately save more lives.”
Town Square’s executive creative director, Brendan Day, added: “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.”
Moving forward, a content series that delves into how Australians can make their homes less dangerous with first aid will be released.
Credits:
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
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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