In a new campaign, St John Ambulance Victoria is stressing how injuries and accidents can occur anytime and anywhere – even in the comfort of one’s home – via indie agency Town Square.
The ‘If it happens at home’ campaign – an extension of the 2022 ‘Know First Aid’ brand platform, creative work that came eight months after Town Square was appointed as St John Ambulance’s advertising partner of record – is designed specifically to target the viewer, confronting them with the powerlessness that comes from not knowing first aid, and encountering a potentially life-threatening situation within the safety of one’s own home.
Playing across a out-of-home, social, press and a series of films, the advertisements will steer viewers to a website where they can “test their first aid knowledge”.
And with 28% of Australians having “never been trained in first aid”, while more than 50% “of Australian deaths could be prevented if …