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    303 MullenLowe Perth shows ‘Anyone Can Save a Life’ for St John WA

    303 MullenLowe have launched a powerful first-responders campaign for ambulance and first aid service St John Western Australia and Safety Commission (RSC), highlighting the critical first four minutes after a crash.

    Based on a real-life scenario, Anyone Can Save a Life depicts a young driver saving an unconscious motorist’s life using just the tips of her fingers, equipped with the knowledge of first aid. Targeting all drives – particularly young ones – the campaign is a poignant reminder that with first-aid training, anyone can be this person.

    The campaign, which is now live across BVOD, audio, radio live reads, sponsorship, online, social, and display, further highlights all drivers can prepare for the unexpected by taking St John’s free 15-minute First Aid For Me online learning program.

    303 MullenLowe Perth’s managing director, René Migliore, said the true story on which the campaign is based stood out due to its simplicity and power. He said his team drew inspiration from how an individual can be empowered by first-aid training with the ability and confidence to take action.

    “With one simple act, a life is saved. It’s a unique scenario and associated visual that we were then able to apply across the campaign to capture attention on multiple platforms,” said Migliore.

    “Unlike other road-safety commercials, the campaign’s focus is less about the behaviour of the driver in the crash, and more about the importance of being a first responder.

    St John WA’s head of brand and marketing, Smiljka Dimitrijevic described the campaign as a two year work in progress following an increase in driving holidays during COVID.

    “Our media and communications team worked closely with Road Safety Commission to create a joint campaign that would improve patient outcomes and survival rates by educating the WA community about the part they can play,” said Dimitrijevic.

    St John WA group chief executive officer Kevin Brown said 15% of road deaths can be avoided with early first aid intervention, particularly to address blocked airways as is shown in the campaign.

    “While there is no substitute for learning quality CPR through an accredited first aid course, spending 15 minutes learning the basics could mean the difference between life and death,” said Brown.

    The latest work follows a host of senior appointments made by the creative agency across its Australian network earlier this year. In February 303 MullenLowe Sydney announced a restructuring of its senior leadership team, with Joanna Gray promoted to the newly established position of Sydney chief executive officer, and Karen Coleman appointed as Sydney managing director.

    In March, 303 MullenLowe Perth announced the appointment of Sara Oteri as executive creative director.

    See Also:
    303 MullenLowe taps Akkomplice’s Sara Oteri to lead Perth creative team as Damian Royce departs
    303 MullenLowe Sydney names Joanna Gray CEO, Karen Coleman MD in leadership restructure

    Campaign credits:

    303 MullenLowe
    Managing director – René Migliore
    Senior business director – Holly Creasey
    Business coordinator – Braydon Gallop
    Chief creative officer – Damian Royce
    Head of production – Johnathan Julius (JJ)
    Art director – Stephen Hansen
    Copywriter – Zosia Kilpatrick
    Head of design – Alby Furfaro
    Finished artist – Suzanne Whoston

    St John WA
    Head of brand and marketing – Smiljka Dimitrijevic 
    First aid marketing specialist – Kieran Ball
    Chief preventative officer – Megan O’Donnell
    Head of customer experience – Tom Hubbard
    Head of corporate affairs – Peta Rule
    Content and media lead – James Fogg
    Social media and content specialist – Abbey Dunne
    Clinical digital specialist – Matt Didcoe

    Road Safety Commission
    Campaigns officer – Alisia Mumby
    Strategic communications manager – Joanna Hynes
    Acting strategic communications manager – Kirsten Brent

    Media Planning – Initiative
    Investment partnerships executive – Daniel Pomponio
    Account director – Tiaan van Jaarsveldt 

    Production Credits
    Production company: Sandbox Productions
    Director: Armand de Saint Salvy
    Photography and retouching: Finlay MacKay
    Audio production: MDS Audio

    The post 303 MullenLowe Perth shows ‘Anyone Can Save a Life’ for St John WA appeared first on Mediaweek.

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