| Title | NOT THE TIME - BURNS |
| Brand | ST JOHN AMBULANCE WESTERN AUSTRALIA |
| Product / Service | FIRST AID |
| Category | A07. Charities, Public Health, Safety & Awareness Messages |
| Entrant | THE BRAND AGENCY Perth, AUSTRALIA |
| Entrant Company | THE BRAND AGENCY Perth, AUSTRALIA |
| Advertising Agency | THE BRAND AGENCY Perth, AUSTRALIA |
| Production Company | EARDRUM AUSTRALIA Sydney, AUSTRALIA |
| Production Company 2 | SONG ZU Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Craig Buchanan | The Brand Agency | Creative |
| Gemma Kay | The Brand Agency | Agency Producer |
| Murray Laird | The Brand Agency | Copywriter |
| Ralph van Dijk | Eardrum | Director |
| Lesley Chambers | Eardrum | Producer |
| Myles Low | Song Zu | Sound Engineer |
| Dominic Youdan | Eardrum | Assistant Director |
| Jessica O'Bryne | Song Zu | Sound Studio Producer |
| Taryn Payne | The Brand Agency | Account Director |
Only 8% of people in Western Australia are trained in first aid. So in an emergency, 92% are not equipped to save a life. This campaign vividly dramatises three of the most common emergencies, but with a twist. It tells the stories of people dialling 000, hoping to learn first aid over the phone, while they desperately wait for an ambulance. The intense feeling of hopelessness expressed in these scenes has compelled hundreds of listeners to learn first aid and basic life support skills with a St John Ambulance first aid course.