The new ‘If it happens at home’ campaign builds on the ‘Know First Aid’ brand platform. The first campaign broke category convention by switching the focus from victim to responder with the public outcry ‘Does anyone know first aid?’ This latest phase makes it personal, confronting people with the reality of being powerless in the place they should feel safest.

Brendan Day, Executive Creative Director at Town Square, said: “This campaign doubles down on the less is more approach to storytelling. Instead of featuring panic or people, it focuses on simple everyday scenes at home that hint something has gone wrong, creating tension and inviting viewers to fill in the devasting blanks. By using relatable scenarios, illustrated with simple imagery, we want to motivate people to prioritise first aid training for the safety of all their loved ones.”

The campaign films, social and out of home will drive viewers to connect to a website inviting Aussies to test their first aid knowledge. A content series that helps people make their homes safer by knowing first aid will also be introduced.

The leading cause of death for those aged under 44 in Australia are injuries from accidents, while less than 5% of Aussies have been trained in first aid – one of the lowest rates in the world. In contrast 90% of Norwegians are first aid trained. An estimated 59% of Australian deaths from accidents could be prevented if first aid was administered before an ambulance arrives.

Emma Klimakis, Marketing and Community Manager at St John Ambulance Victoria, added: “People often fall into the trap of normalcy bias, thinking that an emergency won’t happen to them, which is why our Know First Aid platform is so important. It creates relevancy and impact and encourages more Aussies to be first aid trained.”

If you’d like to test your first aid knowledge, visit the website here. If you’d like to discuss how we could help your brand create more cut through, contact Alison now.