Here’s some really beautiful work from Australia’s The Brand Agency. Making the rounds for a week or so, this campaign for St. John Ambulance Western Australia calls to attention the importance of learning first aid.
The new campaign features 60, 30 and 15 videos that show a mother rush to the aid of her drowning child in a backyard pool only to be blocked from rescuing him by an invisible barrier.
Of the work, Metropolitan Ambulance James Sherriff said, “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 beauty of the work is that it ties directly to the feelings of frustration, anger and hopelessness when one finds oneself in a horrifying predicament such as the one portrayed in this campaign.
The integrated campaign plan includes radio, print, direct marketing and online advertising.
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