St John Ambulance Victoria
If It Happens at Home
The second phase of St John Ambulance Victoria’s Know First Aid
brand platform confronts people with the uncomfortable reality of
being powerless in the one place they should feel safest.
We doubled down on a less is more
approach to storytelling, creating open-ended
tension that invites viewers to fill in the
potentially devasting gaps for themselves.
We collaborated with Good Grief Productions and
photographer Lilli Waters to craft seven unexpectedly
dramatic vignettes of everyday home scenarios that
hint something has gone wrong.
The campaign connected people to
an interactive tour of ‘Australia’s Most
Dangerous Home’ that tested their
knowledge and prompted them to book
a first aid course.
We made the message of ‘If It Happens At Home’
relevant for even more people with a live first aid
event in a suburban household where Victorians
were most at risk.
Hosted by Brooke Blurton, it saw the likes of Brit
Selwood and more draw on their own personal
experience to stress the importance of knowing first
aid in the home.
Content filmed on the day was used to create
outreach via social channels, extending the
campaign message to a further 1.4 million followers
around the country.