St John Ambulance Victoria has launched a new integrated campaign, 'If it happens at home', highlighting the reality of accidents and injuries that can occur unexpectedly at home.

Developed by Melbourne creative agency Town Square, the campaign campaign builds on the 'Know First Aid' brand platform.

It utilises various channels, including films, social media, press, and out-of-home advertisements, all directing viewers to a website to test their first aid knowledge. A content series will also be introduced to help people make their homes safer by knowing first aid.

It follows new data showing that injuries from accidents are the leading cause of death for those aged under 44 in Australia, and 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. The campaign aims to motivate people to prioritise first aid training for the safety of their loved ones.

Executive creative director at Town Square, Brendan Day, said: "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 devasting blanks. 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."

Marketing and community programs manager at St John Ambulance Victoria, 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."