Produced by Airbag, the campaign will be rolling out across TV, radio, digital and social with Town Square also handling all media planning and buying responsibilities.

The campaign is built around the insight that 45% of all deaths of those aged under 44 in Australia are due to accidents, yet less than 1 in 8 Australians know first aid, one of the lowest rates in the world. An estimated 59% of deaths from injuries could be prevented by first aid being administered before emergency services arrive.

From this, the simple but powerful ‘Know First Aid’ platform was created. It focuses on the first moments after something awful happens because when something happens, having first aid training is the difference between knowing what to do next, or not.