303 MullenLowe have launched a powerful first-responders campaign for ambulance and first aid service St John Western Australia and Safety Commission (RSC), highlighting the critical first four minutes after a crash.
Based on a real-life scenario, Anyone Can Save a Life depicts a young driver saving an unconscious motorist’s life using just the tips of her fingers, equipped with the knowledge of first aid. Targeting all drives – particularly young ones – the campaign is a poignant reminder that with first-aid training, anyone can be this person.
The campaign, which is now live across BVOD, audio, radio live reads, sponsorship, online, social, and display, further highlights all drivers can prepare for the unexpected by taking St John’s free 15-minute First Aid For Me online learning program.
303 MullenLowe Perth’s managing director, René Migliore, said the true story on which the campaign is based stood out due to its simplicity and power. He said his team drew inspiration from how an individual can be empowered by first-aid training with the ability and confidence to take action.
“With one simple act, a life is saved. It’s a unique scenario and associated visual that we were then able to apply across the campaign to capture attention on multiple platforms,” said Migliore.
“Unlike other road-safety commercials, the campaign’s focus is less about the behaviour of the driver in the crash, and more about the importance of being a first responder.”
St John WA’s head of brand and marketing, Smiljka Dimitrijevic described the campaign as a two year work in progress following an increase in driving holidays during COVID.
“Our media and communications team worked closely with Road Safety Commission to create a joint campaign that would improve patient outcomes and survival rates by educating the WA community about the part they can play,” said Dimitrijevic.
St John WA group chief executive officer Kevin Brown said 15% of road deaths can be avoided with early first aid intervention, particularly to address blocked airways as is shown in the campaign.
“While there is no substitute for learning quality CPR through an accredited first aid course, spending 15 minutes learning the basics could mean the difference between life and death,” said Brown.
The latest work follows a host of senior appointments made by the creative agency across its Australian network earlier this year. In February 303 MullenLowe Sydney announced a restructuring of its senior leadership team, with Joanna Gray promoted to the newly established position of Sydney chief executive officer, and Karen Coleman appointed as Sydney managing director.
In March, 303 MullenLowe Perth announced the appointment of Sara Oteri as executive creative director.
See Also:
303 MullenLowe taps Akkomplice’s Sara Oteri to lead Perth creative team as Damian Royce departs
303 MullenLowe Sydney names Joanna Gray CEO, Karen Coleman MD in leadership restructure
Campaign credits:
303 MullenLowe
Managing director – René Migliore
Senior business director – Holly Creasey
Business coordinator – Braydon Gallop
Chief creative officer – Damian Royce
Head of production – Johnathan Julius (JJ)
Art director – Stephen Hansen
Copywriter – Zosia Kilpatrick
Head of design – Alby Furfaro
Finished artist – Suzanne Whoston
St John WA
Head of brand and marketing – Smiljka Dimitrijevic
First aid marketing specialist – Kieran Ball
Chief preventative officer – Megan O’Donnell
Head of customer experience – Tom Hubbard
Head of corporate affairs – Peta Rule
Content and media lead – James Fogg
Social media and content specialist – Abbey Dunne
Clinical digital specialist – Matt Didcoe
Road Safety Commission
Campaigns officer – Alisia Mumby
Strategic communications manager – Joanna Hynes
Acting strategic communications manager – Kirsten Brent
Media Planning – Initiative
Investment partnerships executive – Daniel Pomponio
Account director – Tiaan van Jaarsveldt
Production Credits
Production company: Sandbox Productions
Director: Armand de Saint Salvy
Photography and retouching: Finlay MacKay
Audio production: MDS Audio