St John Ambulance Victoria
The second phase of the Know First Aid brand platform
confronts Victorians 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 invited
viewers to fill in the potentially
devasting gaps for themselves.
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.