St John Ambulance Victoria has released the third instalment of its 'Know First Aid' platform with a new campaign titled 'Do You Live With A Paramedic?'.

The campaign, crafted by Melbourne-based independent creative agency Town Square, uses humour to address the serious issue of sudden cardiac arrest.

The campaign highlights the critical 10-minute window to get help following a sudden cardiac arrest, before it can become too late.

According to the campaign, the average ambulance response time in Victoria is 15 minutes. This discrepancy underscores the importance of immediate intervention, with the campaign reframing defibrillators as an essential first line of defence, especially in homes where 78% of cardiac arrests occur, as reported by the latest VACAR report.

The campaign features a series of skits that introduce a third-wheeling paramedic housemate, employing sitcom-style humour to engage audiences. The production was executed in collaboration with comedy production house Haven’t You Done Well, known for their work with Aunty Donna.

Executive Creative Director at Town Square, Brendan Day, explained the creative approach, "Cardiac arrest is a devastatingly serious subject, but the last thing we wanted was to frighten people into action with heavy-handed shock tactics. Humour allows us to keep audiences open, catch them off guard, and deliver a potentially life-saving message in a way that sticks," he said.

The campaign is set to roll out across various social media platforms, including Facebook, Instagram, LinkedIn, and YouTube. It will also be supported by BVOD and out-of-home (OOH) placements in gyms, offices, petrol stations, and bus shelters.

Marketing and Community Manager at St John Ambulance Victoria, Emma Klinakis, stated, "In a sudden cardiac arrest, every minute counts, but paramedics can’t always arrive in time. Many lives are saved by everyday people willing to step in and use a defibrillator, often for the very first time, but the majority of Victorians do not have access to defibrillators either at home, work or in public places. This light-hearted campaign aims to drive home the message that by having a lifesaving defibrillator nearby, more lives can be saved."

The campaign aims to encourage the purchase of defibrillators for homes, workplaces, and public spaces. This follows the first campaign by Town Square, 'Does Anyone Know First Aid?', which focused on the responder rather than the victim. The second campaign, 'If It Happens at Home', invited viewers to fill in the blanks without featuring any people.

The creative team behind the campaign includes Executive Creative Director Brendan Day, Chief Strategy Officer Jeff Malone, Art Director Peter Crawford, and Copywriter Samuel Nicolaci. The production company involved is Haven’t You Done Well Productions, with Director Jemma Cotter and Executive Producer Tom Rickard.