Case History Database

WA has the lowest level of first aid readiness in Australia. Applying first aid in the precious minutes it takes for an ambulance to arrive can be the difference between life and death, but nobody believes it could happen to them. So St John Ambulance created a confronting campaign to show how not knowing first aid can be the barrier to saving a life. Through a highly emotional demonstration of how helpless you can feel in an emergency, St John achieved a 34% increase in bookings and 82% ROI.

	Strategic Planner / Author		Paul Yole
	Creative Director		Craig Buchanan
	Art Director		David Donald
	Head of Media		Angela Naaykens
	Account Director		Holly Creasey
	Producer		Gemma Kay
	Account Director and Co-Author		Taryn Payne
	Planner and Co-Author		Caitlin MacDonald
	Advisor		Emma-Jane Morecombe		GT Media
	Executive Manager Marketing and Communications		Arley Grey		St John Ambulance Western Australia
	Marketing Manager		Noani Johnston		St John Ambulance Western Australia
	Marketing Consultant		Melissa Gregory		St John Ambulance Western Australia
	Executive Manager Marketing and Communications		Jill Downard		St John Ambulance Western Australia