St John Ambulance WA launches confronting new first aid campaign via The Brand Agency
![St-Johns-0142_UnderwaterBoy-v2_RGB-cropped[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2014/04/04130734/StJohns0142UnderwaterBoyv2RGBcropped5B25D.jpg)
St John Ambulance Western Australia has launched a new advertising campaign with a hard-hitting message for people who aren’t first aid trained via The Brand Agency, Perth.
The new campaign is led by 60, 30 and 15 second TV commercials that show a mother rush to the aid of her drowning child in a backyard pool, only to be prevented from rescuing him by an invisible barrier.
Says James Sherriff, St John general manager Metropolitan Ambulance: “That’s exactly what it’s like if you haven’t had first aid training, there’s a barrier preventing you from helping the other person. No matter whether it is a loved one or complete stranger, you feel instantly powerless to lend assistance.”
The Brand Agency creative director Craig Buchanan said that there were huge production challenges.
“From a creative point of view we wanted the ‘barrier’ to be a simple metaphor for how it feels to be helpless and unable to save your child but it had to handled in a sensitive manner. Grant Sputore did an outstanding job. To achieve that level of performance in an actor is no easy feat,” said Buchanan.
The integrated campaign plan includes radio, print, direct marketing and extensive online advertising, with planning and buying via The Brand Agency media team. Media partners include Channel 9, GWN, 94.5fm and 96fm.
Creative team: Craig Buchanan and David Donald
Agency Producer: Gemma Kay
Media Director: Angela Naaykens
Writer (radio): Mitch Mitchell
Director: Grant Sputore, Penguin Empire
Producer: Kelvin Munro
DoP: Allan Myles
Special effects: Last Pixel
Account Director: Holly Creasey
Sound Design (TV): Brad Habib (Soundbyte)
Radio Production: Brainestorm
Client: Arley Grey
21 Comments
Simple. Powerful. Like.
This scares the shit out of me. Good job.
I’m confused isn’t about saving your child with the training you receive, not how do you get to them?
Great job
Holy shit that was fantastic.
Horribly good.
Powerful stuff. Well done.
Wow, that was very confronting. Excellent work all involved.
It is nicely crafted, the boy striking his head sends a shiver down your spine, the mother’s emotional response is powerful. But, and it is a really big but, the imagery of the mother not being able to get to her child just doesnt connect with knowing first aid. Reading the blurb we are supposed to understand that the barrier is the lack of knowledge.
When you finally ‘get’ the special effect, it’s a good spot with an understandable metaphor. But I worry that many seeing this will, like me, not realise the idea and think ‘stupid cow, why’s she fooling round in the shallow end when he’s in the deeper water?’ So unlike those who criticise the logic, I criticise the production.
I totally agree with ‘the commentator’ that whilst the imagery is striking , it is also at odds with what the strategy. The barrier is lack of knowledge, not an inability to get to the victim.
Are you retarded?
Their point is very clear and more hard hitting than the grimreaper add of the 80’s.
It made me cringe.
First aid should be a compulsory part of Primary School and High School curriculums and immigrants entering Australia.
My First Aid certificate is current..is yours???
Gazza left at the wrong time. Fantastic work.
Chilling.
I can afford, you can afford a Blue Haven pool
The price point of the course ruins this beautiful ad. It completely takes you out of the moment. And why is the price of the course important? Can you put a price on saving the life of your child?
Really great on an important brief, well done to all. There should be a lot of enrolments coming off the back of this.
This is a shocking ad and an all time low of StJohn’s to advertise. It makes me feel sick to the stomach. The scenerio is totally unrealistic and as scarey as a nightmare. They need to put their thinking caps back on and stop praying on the emotions of a caring mother.
Can you please take this add off tv. It is giving my child nightmares. It just doesn’t work.
This ad is very distressing and not clear enough on the fact it’s about first aid. This ad needs to be taken off air and a better ad done where the goal is clear and not non existent