St John Ambulance Victoria’s confronting first campaign with Town Square
St John Ambulance Victoria has launched a campaign via independent agency Town Square, asking people if they know first aid when in an emergency situation.
It is the first major campaign from Town Square following its appointment in July last year to the creative account, titled ‘Know First Aid’.
Content warning: The video below contains confronting footage, with the inference a child has drowned.
In the 30-second hero spot, a children’s flotation device is shown floating down a creek with a panicked man trying to find the child, who is found but not shown. As onlookers gather on the bank, he asks whether or not anyone knows first aid.
The campaign is based on 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. An estimated 59% of deaths from injuries could be prevented by first aid being administered before emergency services arrive.
St John Ambulance Victoria marketing and community manager Emma Klinakis said: “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.”
Town Square CSO Neville Doyle said: “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.”
Town Square ECD Brendan Day commented: “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 is on TV, radio, digital and social with Town Square also handling all media planning and buying responsibilities.
Credits:
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
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