Westpac Design & Branding, Case study Rescue Rashie [image] by Saatchi & Saatchi Sydney

Adsarchive » Design & Branding , Case study » Westpac » Rescue Rashie [image]

Rescue Rashie [image]

Pin to Collection
Add a note
Industry Banking & Financial Services, Public Safety, Health & Hygiene
Media Design & Branding, Case study
Market Australia
Agency Saatchi & Saatchi Sydney
Chief Creative Officer Mike Spirkovski
Associate Creative Director Piero Ruzzene, Flavio Fonseca
Art Director Becca Duggan
Copywriter Fee Millist
Designer Tod Duke-Younge, Michele Verze
Production Rumble Studios
Production Scoundrel
Director James Dive, Mike Daly
Released April 2017

Awards

Cannes Lions 2017
Outdoor Ambient: Small Scale Special Solutions Bronze Lion
PR Practices & Specialisms: Business Citizenship / Corporate Responsibility Bronze Lion

Credits & Description

Title: Rescue Rashie
Agency: Saatchi & Saatchi
Brand: Westpac Banking Corporation
Country: Australia
Entrant Company: Saatchi & Saatchi, Sydney
Advertising Agency: Saatchi & Saatchi, Sydney
Pr Agency: Map And Page, Sydney
Production Company: Rumble Studios, Sydney / Scoundrel, Sydney
Additional Company: Westpac, Sydney
Chief Creative Officer: Mike Spirkovski (Saatchi & Saatchi Sydney)
Associate Creative Director: Piero Ruzzene (Saatchi & Saatchi Sydney)
Associate Creative Director: Flavio Fonseca (Saatchi & Saatchi Sydney)
Copywriter: Fee Millist (Saatchi & Saatchi Sydney)
Art Director: Becca Duggan (Saatchi & Saatchi Sydney)
Executive Agency Producer: Kate Gooden (Saatchi & Saatchi Sydney)
Chief Strategic Officer: Kate Smither (Saatchi & Saatchi Sydney)
Managing Partner: Toby Aldred (Saatchi & Saatchi Sydney)
Senior Account Director: Suzanne Leddin (Saatchi & Saatchi Sydney)
Account Manager: Emma Fox (Saatchi & Saatchi Sydney)
Digital Producer: Danny Marston (Saatchi & Saatchi Sydney)
Digital Developer: Juan Maciel (Saatchi & Saatchi Sydney)
Integrated Producer: Kim Avetta (Saatchi & Saatchi Sydney)
Integrated Producer: Greer Mcpherson (Saatchi & Saatchi Sydney)
Head Of Design: Tod Duke-Young (Saatchi & Saatchi Sydney)
Senior Editor: Bruno Barthas (Saatchi & Saatchi Sydney)
Head Of Sponsorship & Events: Pat Cunningham (Westpac Group)
Head Of Group Media, Sponsorship & Agencies: Michael Healy (Westpac Group)
Chief Marketing Officer: Martine Jager (Westpac Group)
Designer: Michele Verze (Saatchi & Saatchi Sydney)
Sponsorhsip Manager: Jess Magro (Westpac Group)
Sponsorship & Events Executive: Julie Lattouf (Westpac Group)
Founding Partner: Sarah Hunstead (Cpr Kids)
Chair Of Take Heart Australia: Professor Paul Middleton (Take Heart Australia)
Executive Producer: Adrian Shapiro (Scoundrel Films)
Director: James Dive (Scoundrel Films)
Director: Mike Daly (Scoundrel Films)
Dop: Tim Nagle (Scoundrel Films)
Wardrobe: Brenda Hayward (Scoundrel Films)
Synopsis:
Last summer, Australia’s drowning deaths doubled. Nationally, drowning is the biggest cause of accidental death for young children. In a country where everyone grows up near and literally, in the water, something needed to be done. Westpac have a long history helping Australians - Westpac Rescue Service have been saving lives since 1973. So the brand felt compelled to stop the rise in drowning deaths.CPR can save lives and whilst CPR instructions are mandatory on Australian beaches and poolsides, CPR signs were often aged, showed wear and were not where they needed to be in the time of an emergency. 65% of parents researched said they would lose time having to search for them in a crisis. Supporting the next generation of Australians safely meant establishing a new normal. One that could be most effective without demanding huge behaviour change.
Execution:
Once we had the idea of turning rash vests into CPR signs, we engaged CPR Kids to help make Rescue Rashie a life-saving aide.The result was a simple, inexpensive but unique rash vest with medically endorsed, easy to follow CPR instructions printed on the front.Rescue Rashie has been specially designed for 2-8 year olds. So the CPR instructions are standardised and paediatric specific.A one-of-a-kind design conceals the CPR instructions, then reveals them quickly via a zip in an emergency, ensuring it’s wearable and fashionable for kids. Sublimation printing increases longevity and accuracy by embedding the instructions into the fabric, rather than printing on it. Together with 50+ UVF, Rescue Rashie can resist the fading and weathering that has affected so many CPR signs in Australia.Rescue Rashie was released to the public in April 2017, with an ambition to have them ready for mass distribution before summer.
Outcome:
The results below are gathered from media channels, brand and partner programmes and reflect the first week since launch:First phase production and distribution underway to meet national demand: - Lifesaving organisations and charities have sought involvement in merchandising Rescue Rashie as an educational and potential fund raising device.- The Rescue Rashie has achieved a reach of 6,296,604 through social and PR activity alone.- Westpac have reported that the social video surpassed their benchmark for performance halving cost per view within just 3 days of being live. - Registrations pf 1,178 have been achieved via the website in the first 7days since launch.- Total website visits: 7,028 in first week since launch.
Strategy:
Westpac is for all Australians. They have supported and helped the nation for 200 years. To celebrate their bicentennial and in the spirit of their long affiliation with protecting Australians near water, they wanted to give something back to the community and ensure the future of Australian generations. Partnering with leading experts in paediatric resuscitation and in consulting with emergency hospital staff and doctors, the Rescue Rashie was designed to support and future proof the next generation of Australians. The aim was not to replace signage or education but it was to extend and support the work of rescue services, including Westpac’s. To always be there even if they could not.
Campaign Description:
Rescue Rashie puts CPR instructions where they matter most – at your fingertips. To do this we printed those instructions onto an Australian icon – the rash vest. Nearly every Australian child wears a rash vest to protect them from the sun. Now Rescue Rashie can help protect them from drowning too.In the event of drowning, everyone panics, even the most well trained parent. By making CPR instructions easy to access and easy to follow, Rescue Rashie helps the victim and the rescuer in those crucial seconds before a child’s brain loses all oxygen. In fact, commissioned research showed that 85% of parents openly stated they would feel better knowing their child was wearing a Rescue Rashie.Launching as part of Westpac’s 200-year anniversary, the Rescue Rashie is tangible proof of commitment to the next generation and is designed to uphold the brand’s belief for decades to come.
Relevancy:
The Rescue Rashie is designed to support ongoing brand sponsorships and prove the brands commitment to future generations. It taps into a strong cultural and public discussion and political debate. It raises awareness of an issue and sets out to offer a solution. It is led by PR and advocacy both from customers and non-customers as well as mainstream media. The Rescue Rashie has its own profile as a solution beyond the brand communications. Channel specific messaging works for charities, paediatric and resuscitation communities. No advertisement or TV commercial would garner such noteworthy and newsworthiness.