When you save a life, you’re also saving all of the life that happens from that moment on. There’s a ripple effect that can effect generations to come.

As the leading provider to the WA Ambulance Service, St John has a vested interest in delivering the best support possible at every stage of an emergency – most importantly, those precious moments before they arrive at the scene.

However, only 2 in 10 people in WA did any form of first aid training last year. So, it was clear we needed a way to communicate the importance of first aid training, and differentiate the St John brand from its competitors.

We created a campaign that was more positive after years of “fear” based first aid campaigns.