AED Awareness Campaign
ST JOHN SOUTH AUSTRALIA
Driving awareness and uptake of life-saving AEDs
Sudden cardiac arrest claims over 30,000 lives in Australia each year. Immediate access to an Automated External Defibrillator (AED) can increase survival rates to over 70%, making early intervention critical.
In South Australia, new legislation was introduced mandating AEDs in major non-crown land buildings, with laws coming into effect in January 2026. The mandate created a significant opportunity to improve public safety, while also requiring widespread awareness and action from building owners and managers.
As a self-funded charity, St John Ambulance SA plays a vital role in supporting the wellbeing of South Australians through first aid services, training, and products. The introduction of this legislation presented an opportunity for St John to both educate the community and provide a practical solution that could help save lives.
In South Australia, new legislation was introduced mandating AEDs in major non-crown land buildings, with laws coming into effect in January 2026. The mandate created a significant opportunity to improve public safety, while also requiring widespread awareness and action from building owners and managers.
As a self-funded charity, St John Ambulance SA plays a vital role in supporting the wellbeing of South Australians through first aid services, training, and products. The introduction of this legislation presented an opportunity for St John to both educate the community and provide a practical solution that could help save lives.
We partnered with St John to develop a campaign that would cut through, raise awareness, and drive action.
At the centre of the campaign was the line ‘The hero in your building’, designed to carry a dual meaning. The AED itself becomes the hero in an emergency, while also recognising the decision-makers responsible for installing one.
The creative execution brought this idea to life across a hero TVC and BVOD campaign, showcasing a range of everyday environments where AEDs could be required, from shopping centres and schools to construction sites.
A rhythmic editing approach built tension throughout the film, with scenes cut to an accelerating heartbeat. The narrative culminated in a final moment where an AED is missing from the wall, prompting viewers to consider whether their own building is prepared.
Supporting the video, a strong visual system was developed using a simple, front-facing image of the AED placed in different real-world settings. This was rolled out across digital and out-of-home placements to reinforce recognition and message recall.
Production took place across 17 locations throughout South Australia, from Rundle Mall to Adelaide Zoo, ensuring the campaign reflected the breadth of environments impacted by the legislation.
The creative execution brought this idea to life across a hero TVC and BVOD campaign, showcasing a range of everyday environments where AEDs could be required, from shopping centres and schools to construction sites.
A rhythmic editing approach built tension throughout the film, with scenes cut to an accelerating heartbeat. The narrative culminated in a final moment where an AED is missing from the wall, prompting viewers to consider whether their own building is prepared.
Supporting the video, a strong visual system was developed using a simple, front-facing image of the AED placed in different real-world settings. This was rolled out across digital and out-of-home placements to reinforce recognition and message recall.
Production took place across 17 locations throughout South Australia, from Rundle Mall to Adelaide Zoo, ensuring the campaign reflected the breadth of environments impacted by the legislation.
Driving awareness, action and life-saving change.
The campaign delivered record demand for defibrillators, with stock wait times increasing due to high levels of purchase activity.
Beyond sales, the campaign played a critical role in increasing public awareness of AED accessibility and the importance of being prepared in an emergency.
The strength of the concept also enabled the campaign to be adapted and rolled out in other states, including New South Wales, extending its impact beyond South Australia.
Beyond sales, the campaign played a critical role in increasing public awareness of AED accessibility and the importance of being prepared in an emergency.
The strength of the concept also enabled the campaign to be adapted and rolled out in other states, including New South Wales, extending its impact beyond South Australia.