St John Ambulance Victoria launches new ‘Know First Aid’ brand platform with an integrated campaign

Built around the insight that 45% of all deaths of those aged under 44 in Australia are due to accidents, yet only 1 in 8 Australians know first aid, the campaign is based around those everyday moments when first aid is needed.

An estimated 59% of deaths from injuries could be prevented by first aid being administered before emergency services arrive.

From this, the simple but powerful ‘Know First Aid’ platform was created. It
focuses on the first moments after something awful happens because when something happens, having first aid training is the difference between knowing what to do next, or not.
Produced by Airbag, the campaign will be rolling out across TV, radio, digital and social with Town Square also handling all media planning and buying responsibilities.
This is the first major campaign that Town Square has produced for St John since winning a competitive pitch for the integrated creative work late in 2021.