Longtail launches new First Aid campaign ‘The most important thing’ for St John Ambulance
Longtail has launched a new St John Ambulance First Aid campaign titled ‘The Most Important Thing’. The integrated campaign began statewide on Sunday.
The film was directed by Matt Pitcher at Open Spaces, with editing and final grade from Siamese. Michael Fragomeni at Brainestorm produced the original score and Nick Gallagher created the sound mix. There is a 60-second and 30-second version.
To support the online film and TVC, Longtail also created a suite of radio ads to run on metro and regional stations. Each of the spots focuses on the everyday things that people take for granted about a person in their life, while never learning the most important thing – how to save their life.
Longtail creative director Josh Edge said following up St John’s recent high-impact ‘Break The Barrier’ campaign by The Brand Agency was a steep creative challenge but one the agency was happy to accept.
“I’m incredibly proud of our creative approach and concept the team was able to come up with,” said Edge. “It’s such an important message, to learn something so important about the people we see every day. Only 2 in 10 people in WA did any form of first aid training last year. We want to help boost those numbers!”
The radio ads were produced with Nick Gallagher and the team at Brainestorm, along with voice talent from both sides of the country.
“We’re very excited about the potential of this campaign, which will harness the power of the film both online and offline,” said Longtail GM Sharon Heaton. “The success of the work will be judged by the uplift in first aid bookings, which is ultimately the core objective of this campaign”.
“We are proud of the new campaign and the way in which it communicates the positive impact that first aid skills can have in those vital minutes before an ambulance arrives,” said Melissa Gregory from St John Ambulance. “We would like to thank the teams at Longtail, Open Spaces, Siamese and Brainestorm for embracing the challenge, and for their wonderful efforts delivering such an emotive piece. We are sure the campaign will prompt the public to learn the most important thing about the ones they love, which is knowing how to save their life in an emergency.”
Credits
Agency: Longtail
Writer/Art Director: Chris Andrawes
Head of Art: Rikki Burns
Writer/Creative Director: Josh Edge
Writer: Tom Bradbeer
Account Service: Sharon Heaton & Lee Taylor
Media: Carlo Bertozzi & Sasha Neame
Producer: Lisa Moroney
Production Company: Open Spaces
Director: Matt Pitcher
Producer: Béatrice Masia
Sound: Brainestorm
Engineer: Nick Gallagher
Music: Michael Fragomeni
Editing & Grade: Siamese