St John WA calls for volunteers in latest campaign, via 303 MullenLowe and MediaHub
First aid organisation, St John WA, has released a new campaign to encourage a fresh wave of first aid volunteers to join its ranks.
Crafted by MediaHub and 303 MullenLowe, who collaborated closely on media, production, creative and strategy for the project, St John’s ‘Swap your screen time for real time’ platform was designed to appeal to “people looking for more fulfilment and excitement in their lives”.
It contrasts social media and the pastime of doom scrolling with the energy “and human connection” rewarded to first aid volunteers.
Overall, the strategy behind the campaign seeks to make its messaging appeal to a broad base, particularly to those who believe that they don’t have the means to volunteer, or the idea may not even occur to them.
“An increasing number of people recognise that social media can be a space of temporary happiness and fleeting bursts of excitement,” said 303 MullenLowe Perth’s executive creative director, Sara Oteri.
“But when that dopamine hit runs out, you’re left feeling worse than when you started. By contrast, St John’s volunteer first aiders experience real excitement, reward and lasting human connection.
“We’ve tapped into that insight by targeting people in their moments of doom scrolling, by asking them to swap their screen time for real time.
“And why wouldn’t you when the average Australian spends almost two hours per day on social platforms, and becoming a St John volunteer only requires five hours of your time a month?”
Meg Handley, media manager at Mediahub Perth, said: “Understanding the heavy digital usage of our target audience was the first step in designing a media campaign that worked hand-in-hand with the creative concept.
“To tackle an online habit, we needed to reach the audience in a contextually relevant online environment.”
Emma Kake, support services manager at St John’s Event Health Service, weighed in on the campaign.
Kake said: “While first aiders were an important strand of the organisation’s volunteer base, many people mistakenly believed they needed medical training to be an Event Health Service Officer, as they are called.
“With a perceived lack of time and lack of confidence in skillset, we needed more people to consider themselves an Event Health Volunteer.
“St John Event Health Services Volunteers play an incredibly important role in keeping the community active, thriving and safe.
“And in turn, they are rewarded with a range of life experiences and the chance to be a vital part WA’s large-scale events.
“We’re excited to have more West Australians be part of our team and hope to see more volunteer applications as a result of this campaign.”
‘Swap your screen time for real time’ is officially in the market, and is viewable on Meta, YouTube, BVOD and display.
Credits
303 Mullenlowe
Devon Jackson – Senior Business Manager
Brayden Gallop – Business Coordinator
Sara Oteri – Executive Creative Director
Ellysia Burton – Copywriter
Alby Furfaro – Head of Design
Johnathan Julius – Head of Production
MediaHub Perth
Meg Handley – Media Manager
Grace O’Meehan – Media Coordinator
Elyse Simich – Senior Performance Manager
Kathleen Severn – Senior Data and Experience Manager
Paige Crabb – Digital Executive
Production
Lewis Potts – Videographer
Duncan Wright – Photographer
Producer – Lauren Billingham
TPP Creative Director – Bryce McNamara
Production Manager – Alexandra Nell
Editor – Cal McLean
Composer – Aimee
Animator – Nicols Gaviria
Sound Mixer – Justin Braine
Client
Natalie Jolley – Marketing Specialist
Smiljka Dimitrijevic – Head of Brand and Marketing
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