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Making a lifesaving difference

Case Study St John

Press the play button above to watch the 30″ TVC

St John’s Heart of Gold Appeal is the charity’s most significant 
fundraising activity of the year. How could we help them achieve their goal of raising much-needed
 funds for ambulances and life saving equipment?

‘When life changes in an instant’

Our research highlighted that despite the pressures placed on the ambulance service by the pandemic, St John is still Aotearoa’s most trusted charity brand.

To reinforce this positive perception, we used a POV (point of view) technique to bring our audience into the environment of an emergency event, showcasing the calm, caring qualities of St John ambulance officers when life changes in an instant.

We rolled out this creative platform across the media mix, using a three-stage brand response strategy designed to build awareness, consideration and conversion, encouraging everyone to get involved and support the cause. 

If you’ve been touched by St John and would like to help them continue their lifesaving work, you can make a donation here.

6 second spots driving response



Messaging optimised for social











Want to find out more about the campaign?

Read up on Healthy by Sovereign here