Assaults on South Australian ambulance officers surged by 141% yearly. They faced physical and verbal abuse, calling for immediate protection measures against violence on those saving lives. The public doubted aggressive incidents, mainly involving young males in patient connections.

We set aside the conventional approach of threatening perpetrators, instead appealing to their self-interest: “I can’t fight for your mate’s life if I’m fighting for mine.

Rather than creating a traditional advertisement, we aimed to authentically portray a real-life emergency. We chose to have genuine paramedics respond using their instincts, without scripted guidance. The entire scene was filmed in a single continuous shot, utilizing the straightforward vertical format of an iPhone to maintain the rawness and immediacy of the moment.

With a million views on Facebook and YouTube, a significant Facebook reach of 2.3 million, and over 70,000 shares and comments, the public gained profound insight into the challenging experiences faced by ambulance workers while on duty.

Following the video release, a 42% drop in violence was seen within two months, highlighting impactful awareness raise and empathy build among viewers.

ECD. Parris Mesidis via Showpony Advertising