Westpac: Rescue Rashie

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Campaign details

Brand: WestpacBrand owner: Westpac Banking Corporation Australia LtdLead agency: Saatchi & SaatchiContributing agencies: Map and Page, Scoundrel Films, RumbleCountry: AustraliaIndustries: BanksMedia channels: Events & experiential, Online video, Public relations, Websites & micrositesBudget: Up to 500k

Executive summary

In December 2016 drowning deaths reached their highest level in a decade, becoming the leading cause of death in children under five. Australia is a country where everyone grows up near and in the water, so something needed to be done.

The Westpac Rescue Rashie created a new...

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