St John WA launches new ‘Life Goes On’ integrated creative campaign via Meerkats

Meerkats and St John WA have launched a major new integrated creative campaign called ‘Life Goes On’. Beginning with press, TV and digital, the campaign will roll-out with radio, outdoor, ambient and experiential.

St John WA has created a new suite of services, including Urgent Care, Medical and Dental, to offer a more holistic range of healthcare options for the people of WA.

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Says Emily Ryan, senior strategist, Meerkats: “Our research showed Western Australian’s mainly think of ambulances and emergency when they think of St John. However, behind the scenes St John are constantly striving to improve everyday health outcomes through urgent care centres, medical and dental, strong volunteer networks, patient transfer and innovative first aid tools and training. This campaign marks the first time that St John have stepped forward as a brand to talk about the holistic impact of the work St John do – it celebrates that in the face of everyday health and safety challenges, St John helps lives go on.”

Says Jeff Healy, executive manager marketing and brand, St John WA: “The Meerkats team has brought to life the vision we have for our brand to be seen as much more than the provider of ambulance services and first aid training. The team has worked with us over months, starting with our brand strategy, to create an authentic platform that enables us to tell the unique story of St John in Western Australia and the role we play in people’s lives. At its core it connects us to everyday life and positions us in a new and exciting way.”

Meerkats has worked with local production houses Sandbox, Soundbyte and local media company Mentor Marketing to deliver the campaign.

Says Josh Edge, creative director, Meerkats: “St John WA is in a really interesting position as a business, to dramatically increase their services and ability to be part of the end-to-end health scenario of someone’s life. It’s a pretty cool opportunity to move the perception of a company from ‘Ambulance/First Aid- only’ to a much broader health brand. Going from emergency, life-threatening services, all the way through to Medical and Dental is a big move for any brand, let alone one as iconic as St John.”

The integrated campaign will expand across different media platforms and the story will to evolve to bring to life the range of St John services provided.

Client: St John WA

Sound Design and Mix: Brad Habib / Soundbyte Studios