Funded by the WA State Government, managed by DFES, and sponsored by RAC.
Fire and Emergency Services (DFES) is supporting the RAC Rescue helicopters by everyone’s side in a campaign via 303 MullenLowe Perth.
The campaign is live across BVOD, OOH (billboards and transit), social and audio.
“(It) ignites a powerful sense of freedom and reassurance in every Western Australian, by showing that help is never far away – whether it’s close to home or in more remote areas of the State, day or night,” said 303 Mullenlowe Perth chief strategy officer, Matt Oakley.
“During the campaign development, we found that the life-saving work of the RAC Rescue helicopters can feel distant, particularly among younger residents and metro audiences who see it as relevant in only moments of crisis.
“But what if the vital work of these helicopters could be felt in everyday life? As a result, this campaign isn’t just about awareness or perception, it’s about educating all Western Australians about where these remarkable helicopters can go, and what they’re capable of doing,” he said.
The RAC Rescue helicopters are funded by the WA State Government, managed by DFES, and sponsored by RAC.
There are two main helicopters, with a third for backup, operating 24 hours per day, 365 days per year.
The helicopters can undertake a range of missions across WA including road crash rescues, cliff and mountain range helicopter hoists, natural disaster evacuations, inter-hospital patient transfers and offshore rescues.
“We set out to create a design system that could evolve with DFES and RAC, with the By Your Side campaign showing its strength in action,” said 303 MullenLowe head of design, Alby Furfaro.
“Every creative choice, from colour and typography to language and motion, was designed to convey presence and reassurance, celebrating the helicopters as a symbol of hope and care across WA.”
Credits:
DFES & RAC
Libby Sadler – DFES Manager Sponsorship, Awards and Events
Jaimee Calder – DFES Communications Coordinator
Kieran Ball – DFES Communications & Campaign Coordinator
Carina McBurnie – RAC - Senior Manager, Partnerships Social and Community Impact
Aleks Peverall – RAC - Sponsorship Manager Social and Community Impact
303 MullenLowe Perth
Chief Strategy Officer – Matt Oakley
Junior Planner – Harvey Clarke-Smith
Head of Design - Alby Furfaro
Art Director/Designer – Lucas Faim
Director of Client Partnerships - Giulia Palandri
Senior Business Manager – Devon Jackson
Business Manager – Katherine McFarlane
Senior Designer – Madeleine de Pierres
Finished Artist – Suzanne Whoston
Finished Artist – Angela Homann
Producer – Holly Kemp
OLV Production – The Office of John Cheese
James Hawkes
Carat - Media
Sam Giuffre - Group Investment Director
Ash Idle - Planning Director
