BREAK THE BARRIER

Short List
TitleBREAK THE BARRIER
BrandST JOHN AMBULANCE WESTERN AUSTRALIA
Product / ServiceFIRST AID
CategoryA01. Creative Effectiveness
EntrantTHE BRAND AGENCY Perth, AUSTRALIA
Entrant Company THE BRAND AGENCY Perth, AUSTRALIA
Advertising Agency THE BRAND AGENCY Perth, AUSTRALIA
Production Company THE PENGUIN EMPIRE Perth, AUSTRALIA

Credits

Name Company Position
Craig Buchanan The Brand Agency Creative Director
David Donald The Brand Agency Art Director
Paul Yole The Brand Agency Director of Agency Development and Author
Arley Grey St John Ambulance Western Australia Executive Manager Marketing and Communications
Jill Downard St John Ambulance Western Australia Executive Manager Marketing and Communications
Holly Creasey The Brand Agency Account Director
Grant Sputore The Penguin Empire Director
Gemma Kay The Brand Agency Agency Producer
Taryn Payne The Brand Agency Account Director and Co-Author

Brief Explanation

This is not a case study about the clever use of technology, data mining, gamification or any of the other great tools of modern marketing. Instead it shows how a powerful effect can still be achieved through traditional media, when the solution addresses a relevant emotional insight. St John’s experience in first aid told them that knowing first aid can be the difference between life and death. A trained first aider can have a critical impact in the first minutes after an emergency event and before an ambulance arrives. Although 95.6% of Western Australians considered first aid important, only 50% intended to complete a course in the next 12 months. First aid training was not a priority. (Source: Metrix research, May 2014). By challenging this complacency, St John Ambulance WA was able to increase course enrolments by 34% (objective 20%) and generate $2.53m revenue against an objective of $2m. The campaign achieved an 85% ROI and, in only 12 weeks, train 77,000 Western Australians in life-saving first aid. (Source: St John analysis October 2014). Our insight was that people don’t realise the significance of knowing first aid until they are in an emergency situation that requires them to act. The lack of first aid training is the barrier between the target audience and saving a precious life. With a confronting TV commercial that dramatised the feeling of helplessness when someone you care for needs first aid and you don’t know what to do, St John was able to compel tens of thousands of people to book a course. Because, as the advertising says, “If you don’t know first aid, you can’t help.” The campaign exceeded stretch targets and was recognised at major creative award shows including D&AD, Cannes, Clio, London International Awards and Spikes. It also won an APAC Effie award to recognise the campaign’s effectiveness. In an era that seems obsessed with clicks, impressions and eyeballs, this case study demonstrates the power of fundamental communications planning based on an understanding of human truths. It used a highly emotional appeal that evoked a sense of helplessness in a very powerful and memorable way. Although it was certainly confronting, the outstanding commercial results for this campaign should encourage others with the knowledge that creative bravery will have its rewards.