St John Ambulance
IT ALL STARTS WITH FIRST AID
As the leading provider to the WA Ambulance Service, St John has a vested interest in delivering the best support possible at every stage of an emergency – most importantly, those precious moments before they arrive at the scene.
However, only 2 in 10 people in WA did any form of first aid training last year. So, it was clear we needed a way to communicate the importance of first aid training, and differentiate the St John brand from its competitors.
We launched a campaign focusing on all the things you can know, and take for granted about someone in your life, while never learning the most important thing – how to save their life.
Think of all the things you know about someone
DO YOU KNOW HOW TO SAVE THEIR LIFE?
The emotionally charged TVC was supported by a suite of online films, and radio ads that ran on metro and regional stations. Our outdoor Adshel placements continued to drive the campaign message, while directing people to the nearest Training Centre in metro areas and Sub Centre in regional areas.
From awareness to application
REINFORCING THE NEED TO BOOK A COURSE
To top it all off, we implemented an extensive range of online banner ads, Facebook posts, RHS, and Instagram ads. These were all audience targeted to specific segments of the St John market such as; workplace training, young families, or people just looking for a good deal. Every visitor to the St John website was greeted with a campaign landing page that tagged their activity, ensuring the conversation lived on beyond their first visit.