Award: CAMPAIGN AWARDS \ C20. Public Education

Sudden Cardiac Arrest (SCA) can happen to anyone. It kills 15,000 Australians yearly, an average of over 41 lives lost each day. As the nation’s foremost not-for-profit authority on SCA first response, St John Ambulance (SJA) faced the challenge of educating businesses and the community about the importance of life-saving CPR training and public installation of Automatic External Defibrillators (AEDs) that raise the chance of SCA survival from 10% to 75%.

The mission – increase direct sales and education of Automatic External Defibrillators (AEDs) amongst the community to help save lives.

We conducted Australian-first research, finding a lack of education on how to use AEDs and their availability in high risk areas such as construction sites and public transport.

We recognised the opportunity, as a first for SJA in its 130 year history, to pool resources of NSW and QLD state branches to deliver a more cohesive communications strategy. Aligning with other key stakeholders, we leveraged exclusive media partnerships to cover highly engaging real-world activations, fronted by emotive case studies and supporting research.

Outcome: AED sales grew immensely for that period, while also opening discussions with the Department for Transport NSW and QLD Health Minister to advise on the importance of AEDs.