Get a defibrillator.
St John Ambulance Victoria is driving awareness on sudden cardiac arrest in the home in a campaign via creative agency Town Square.
While you have only ten minutes to get help after a cardiac arrest, the average ambulance response time in Victoria is sitting at 15 minutes.
It is the third instalment of its ‘Know First Aid’ platform.
“Cardiac arrest is a devastatingly serious subject, but the last thing we wanted was to frighten people into action with heavy-handed shock tactics," said Town Square executive creative director Brendan Day.
"Humour allows us to keep audiences open, catch them off guard, and deliver a potentially life-saving message in a way that sticks.”
The campaign reframes defibrillators as an essential first line of defence, particularly in the home, where 78% of cardiac arrests occur, according to the latest VACAR report.
Town Square worked with comedy production house Haven’t You Done Well, the creative team behind Aunty Donna.
The campaign will roll out across social media platforms including Facebook, Instagram, LinkedIn and YouTube, supported by BVOD and OOH placements in gyms, offices, petrol stations and bus shelters.
“In a sudden cardiac arrest, every minute counts, but paramedics can’t always arrive in time," said St John Ambulance Victoria marketing sand community manager, Emma Klinakis.
"Many lives are saved by everyday people willing to step in and use a defibrillator, often for the very first time, but the majority of Victorians do not have access to defibrillators either at home, work or in public places.
"This light-hearted campaign aims to drive home the message that by having a lifesaving defibrillator nearby, more lives can be saved.”
Credits:
Client: St John Ambulance Australia (Victoria)
Chief Executive Officer: Gordon Botwright
Marketing and Community Manager: Emma Klinakis
Performance Marketing Manager: Lorraine Meehan
Marketing Coordinator: Eve Buttigieg
Creative & Media Agency: Town Square
Executive Creative Director: Brendan Day
Chief Strategy Officer: Jeff Malone
Art Director: Peter Crawford
Copywriter: Samuel Nicolaci
Account Director: Jacqui Smith
Account Manager: Valeria Mejia Perez
Head of Production: Anna Morris
Junior Producer: Cameron Baker
Head of Media: Adrian Tan
Production Company: Haven’t You Done Well Productions
Director: Jemma Cotter
Exec Producer: Tom Rickard
Producer: Jenna Suffern
DOP: Flick Smith
Photographer: Robert Geary
