PERTH, AUSTRALIA – St John WA highlighted the contrast between social media doom scrolling and the excitement and human connection of being a first aid volunteer at events in a new recruitment campaign that 303 MullenLowe and Mediahub developed.
The “Swap your screen time for real time” campaign aimed to increase the number of people volunteering to be St John first aiders at events across Perth, targeting people looking for more fulfillment and excitement in their lives.
“An increasing number of people recognise that social media can be a space of temporary happiness and fleeting bursts of excitement. But when that dopamine hit runs out, you’re left feeling worse than when you started. By contrast, St John’s volunteer first aiders experience real excitement, reward and lasting human connection,” 303 MullenLowe Perth Executive Creative Director Sara Oteri explained. “We’ve tapped into that insight by targeting people in their moments of doom scrolling, by asking them to swap their screen time for real time. And why wouldn’t you when the average Australian spends almost two hours per day on social platforms, and becoming a St John volunteer only requires five hours of your time a month?”
Meanwhile, Mediahub Perth Media Manager Meg Handley noted that understanding the heavy digital usage of their target audience was the first step in designing their social media campaign, which worked hand-in-hand with their creative concept.
“To tackle an online habit, we needed to reach the audience in a contextually relevant online environment,” Meg Added.
With volunteer numbers on the decline, 303 MullenLowe strategized to reach people who may not ordinarily think of volunteering, or assume they have a lack of time or skillset to be involved. It’s hoped to appeal to a much broader audience as a result, and particularly those who are looking for more in their lives – whether that’s more excitement, more connection, or the promise of more fulfillment.
“While first aiders were an important strand of the organisation’s volunteer base, many people mistakenly believed they needed medical training to be an Event Health Service Officer, as they are called. With a perceived lack of time and lack of confidence in skillset, we needed more people to consider themselves an Event Health Volunteer,” St John’s Event Health Service Support Services Manager Emma Kake shared.
“St John Event Health Services Volunteers play an incredibly important role in keeping the community active, thriving and safe. And in turn, they are rewarded with a range of life experiences and the chance to be a vital part WA’s large-scale events. We’re excited to have more West Australians be part of our team and hope to see more volunteer applications as a result of this campaign.”
The ‘Swap your screen time for real time’ campaign is now live across BVOD, YouTube, Display, and Meta. 303 MullenLowe was responsible for strategy, creative, production and media, working closely with Mediahub Perth.
CREDITS:
303 Mullenlowe
Senior Business Manager: Devon Jackson
Business Coordinator: Brayden Gallop
Executive Creative Director: Sara Oteri
Copywriter: Ellysia Burton
Head of Design: Alby Furfaro
Head of Production: Johnathan Julius
MediaHub Perth
Media Manager: Meg Handley
Media Coordinator: Grace O’Meehan
Senior Performance Manager: Elyse Simich
Senior Data and Experience Manager: Kathleen Severn
Digital Executive: Paige Crabb
Production
Videographer: Lewis Potts
Photographer: Duncan Wright
Producer: Lauren Billingham
TPP Creative Director: Bryce McNamara
Production Manager: Alexandra Nell
Editor: Cal McLean
Composer: Aimee
Animator: Nicols Gaviria
Sound Mixer: Justin Braine
Client
Head of Brand and Marketing: Smiljka Dimitrijevic
Marketing Specialist: Natalie Jolley
