Break the barrier

Campaign

Break the Barrier

Client

St. John Ambulance WA

Agency

The Brand Agency Perth

Awards

Broadcast: TV, Cinema, Radio

Judges' Comments

"It's confronting and incredibly compelling - everyone can imagine that happening in their own backyard."

Brief and Objectives

Create a campaign that was compelling for people to become first aid trained and equipped to save lives.

Target of $2m revenue and a 20% year-on-year increase in course enrolments

Creative Solution

A confronting TV commercial which dramatizes the feeling of helplessness for a mum as she doesn’t know what to do when her son needs first aid after a pool accident.

Effectiveness

34% increase in bookings in 12 weeks
85% ROI
Target was exceeded, resulting in $2.53m

Credits

Craig Buchanan
David Donald
Grant Sputore
Arley Grey
Gemma Kay
Holly Creasey
Paul Yole

Film Production: The Penguin Empire
Website and Online: Bang Online
PR: GT Media