St John WA and the Road Safety Commission (RSC) have unveiled a new campaign, 'Anyone Can Save a Life', crafted by 303 MullenLowe focused on the immediate aftermath of a roadside crash.

The campaign creative details a real-life crash and first aid scenario, emphasising the critical first four minutes following a crash. The campaign targets all drivers, particularly the young, and promotes St John's free 15-minute 'First Aid for Me' online learning program.

The campaign's unique focus is on the importance of being a first responder, rather than the behaviour of the driver in the crash. St John WA Group CEO Kevin Brown said about 15% of road deaths could be avoided with early first aid intervention, particularly to address blocked airways.

"While there is no substitute for learning quality CPR through an accredited first aid course, spending 15 minutes learning the basics could mean the difference between life and death," said Brown.

The campaign was created in response to an increase in driving holidays during COVID, with the aim to improve patient outcomes and survival rates by educating the WA community.

"Following an increase in driving holidays during COVID, our media and communications team worked closely with Road Safety Commission to create a joint campaign that would improve patient outcomes and survival rates by educating the WA community about the part they can play," said Head of Brand and Marketing, Smiljka Dimitrijevic.

The campaign, described as 'empowering and goosebump-inducing' by Dimitrijevic, is now live across BVOD, audio, radio live reads, sponsorship, online, social and display.

Road Safety Commissioner Adrian Warner also emphasised the importance of post-crash care in reducing the number of people killed or seriously injured on WA roads.

"While we are committed to reducing crashes, the reality is they do happen and this campaign will equip and empower Western Australians to provide life-saving first aid following a crash," he said.

303 MullenLowe Perth MD René Migliore described the narrative as simple and powerful.

"The true story behind this spot inspired the powerful visual at the centre of the campaign - our first responder to the crash reaching into the car to lift the chin of the unconscious driver, and saving a life. That person was only able to step in because simple training gave them the ability and confidence to do so, and it inspired us to craft a powerfully simple spot that hopefully connects with drivers young and old alike," he said.