While more Victorians are completing initial accreditation than ever, there remains a disproportionate amount of the population who have never done first aid training, or have allowed certification to lapse, eroding confidence to act in emergencies. With emergency services under continued pressure, the ability for bystanders to respond quickly and confidently can be critical.
The campaign dramatises common emergency scenarios as a game of charades, placing audiences in the uncomfortable position of trying to interpret what’s wrong, without the knowledge to help. Retargeted executions then shift from the ‘emergency’ to the ‘response’, demonstrating the correct first aid actions delivered by St John Ambulance responders and prompting viewers to get or complete their training.
Designed to appear in contextually relevant moments such as mobile and digital OOH, the executions break the fourth wall, to directly appeal to viewers to respond, using entertainment and comedy tropes to keep audiences engaged, create memorability and drive action.
‘Emergency Charades’ is the latest in St John Ambulances ‘Know First Aid’ campaign platform which was developed by Town Square. It follows ‘Do You Live with a Paramedic?’ launched in October last year which used humour to drive awareness of a seriously unfunny subject – sudden cardiac arrest.
Brendan Day, Executive Creative Director, Town Square, said: “Emergency Charades is a playful yet confronting metaphor for the game people play by not knowing first aid. It places the viewer in the middle of an unfolding situation, mirroring the uncertainty you feel when you do not know what to do.”
Emma Klinakis, Marketing & Community Manager, St John Ambulance Victoria, said: “Victorians understand how important first aid is, but confidence fades when training lapses or never happens in the first place. This campaign from Town Square is a reminder that confidence in an emergency comes from knowing first aid, not trying to figure it out in the moment.”
The campaign will run across digital OOH, social platforms including Meta, LinkedIn and YouTube, and News Corp digital and print.
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