St John Ambulance Western Australia: Break the barrier - prioritising first aid

This case study shows how the St John Ambulance charity used a hard-hitting emotional campaign in Western Australia to increase the number of people with first-aid training.

St John Ambulance Western Australia: Break the barrier - prioritising first aid

The Brand AgencySt John Ambulance Western Australia

Executive summary

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,...

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