Highlighting the importance of only calling Triple Zero for an ambulance in life-threatening emergencies.
St John, a charitable, non-profit, humanitarian organisation, has unveiled the Sound of Survival by 303 MullenLowe Perth.
Sound of Survival depicts the arresting sound of an ambulance siren in an array of everyday scenarios and a dire emergency.
The work aims to reinforce the importance of only calling Triple Zero (000) for an ambulance in serious or life-threatening emergencies, as well as helping Western Australians better understand the right time to call an ambulance, or when it’s more appropriate to contact another health service for assistance or advice.
St John chief of brand and reputation, Aaron Crowther said:“ Western Australians are pretty good at knowing when they are facing a life-threatening emergency, but St John had been receiving some calls to Triple Zero (000) which related to more general questions and concerns about COVID-19,”
“After speaking with other ambulance services around the country about the influx of calls they’d experienced of that nature, we needed to do something to save Triple Zero (000) for emergencies as the virus spread throughout our community."
303 MullenLowe Perth senior business director Holly Creasey said: “We’re thrilled with this powerful campaign which short-circuits the automatic link some people have between COVID and an emergency situation, reinforcing the ‘life-threatening’ element of emergencies, and providing alternate pathways for flu-like COVID symptoms."
303 MullenLowe Perth ECD Richard Berney said: “An ambulance siren is one of the most distressing sounds that humans have ever designed. It cuts through almost any other, and has a way of reminding us of our own mortality."
Sound of Survival is running statewide in WA across radio, online video, social and outdoor and was strategically designed with a speed to market approach in mind.
Client – St John
Chief of Brand and Reputation – Aaron Crowther
Peta Rule - Head of Brand Media
James Foggo - Media and Content Team Leader
Agency – 303 MullenLowe Perth
Creative Director - Richard Berney
Creatives - Jake Ransom, Zosia Kilpatrick
Senior Business Director - Holly Creasey
Agency Producer - Belinda De Corti
Planning Director - Smiljka Dimitrijevic
Design - Alby Furfaro
Finished Artist - Suzanne Whoston
Media – Mediahub Perth
Media Director - Kylie Macey
Media Manager - Meg Handley
Photographer - Finlay McKay
Production Company - Beautiful Pictures
Producer - Kate Downie
Director - Corrie Jones
DOP - Duane Orriss
Music & Sound - Cue Sound