Print ad: St John Ambulance Australia: St John Ambulance First Aid

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Despite the best of intentions, first aid training is rarely at the top of many Tasmanians' to-do list.

Based on this insight we created a series of press ads designed to inspire Tasmanians to make first aid training their first priority.

In each execution, as our audience's eyes track down the ad they transition from a relatable, everyday ‘to do list’ chore to an unexpected emergency situation. One they may not be equipped to deal with due to their lack of first aid training.