St John Ambulance Victoria's ‘If it happens at home’ via Town Square

How accidents and injuries can often strike when and where they're least expected.

Australia’s most dangerous home takes centre stage in a new integrated campaign for St John Ambulance Victoria to highlight how accidents and injuries can often strike when and where they are least expected.

Created by Melbourne independent agency Town Square, the ‘If it happens at home’ campaign builds on the ‘Know First Aid’ brand platform.

The first campaign, also from Town Square, broke category convention by switching the focus from victim to responder with the public outcry ‘Does anyone know first aid?’.

This latest phase makes it personal, confronting people with the reality of being powerless in the place they should feel safest.

“This campaign doubles down on the less is more approach to storytelling. Instead of featuring panic or people, it focuses on simple everyday scenes at home that hint something has gone wrong, creating tension and inviting viewers to fill in the devastating blanks," Town Square ECD Brendan Day said.

"By using relatable scenarios, illustrated with simple imagery, we want to motivate people to prioritise first aid training for the safety of all their loved ones.”

The campaign films, social, press and out of home will drive viewers to connect to a website inviting Australians to test their first aid knowledge. A content series that helps people make their homes safer by knowing first aid will also be introduced.

The leading cause of death for those aged under 44 in Australia are injuries from accidents, while 28% of Australians have never been trained in first aid.

An estimated 59% of Australian deaths from accidents could be prevented if first aid was administered before an ambulance arrives.

St John Ambulance Victoria marketing and community programs manager Emma Klinakis said most people think the worst won’t happen to them.

"Which is why our Know First Aid platform is so important. It creates relevancy and impact and encourages more Aussies to be first aid trained. We know this will ultimately save more lives," she said.