Westpac: Case study

Credits & Description:

Title: Rescue Rashie
Agency: Saatchi & Saatchi
Brand: Westpac Banking Corporation
Country: Australia
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:
Rescue Rashie takes CPR instruction that appear on CPR signs at waterways and puts them 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. By making CPR instructions easy to access and follow, Rescue Rashie helps both victim and 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, Rescue Rashie is tangible proof of commitment to the next generation and is designed to uphold Westpac’s belief for decades to come.
Entry Summary:
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.