DFES shows RAC Rescue helicopters are By your side in new campaign via 303 MullenLowe
The geographic coverage and diversity of rescue missions provided by WA’s RAC Rescue helicopters are the focus of a broad-reaching new Department of Fire and Emergency Services (DFES) campaign, launched this week in collaboration with RAC.
Developed by 303 MullenLowe, the new campaign showcases the varied work that the RAC Rescue helicopters deal with 24/7 across multiple regions of the State, educating and reassuring Western Australians about the helicopters’ important rescue role. It will be seen from this week across BVOD, OOH (billboards and transit), social and audio, using several different taglines that all start with “By your side….”.
303 MullenLowe developed the creative and strategy, plus undertook design and production for the By your side campaign.
“We aimed to ignite a powerful sense of freedom and reassurance in every Western Australian, by showing that help is never far away – whether it’s close to home or in more remote areas of the State, day or night,” said 303 MullenLowe’s Chief Strategy Officer, Matt Oakley.
Oakley continued: “During the campaign development, we found that the life-saving work of the RAC Rescue helicopters can feel distant, particularly among younger residents and metro audiences who see it as relevant in only moments of crisis. But what if the vital work of these helicopters could be felt in everyday life? As a result, this campaign isn’t just about awareness or perception, it’s about educating all Western Australians about where these remarkable helicopters can go, and what they’re capable of doing.”
The RAC Rescue helicopters are funded by the WA State Government, managed by DFES, and sponsored by RAC. There are two main helicopters, with a third for backup, operating 24 hours per day, 365 days per year. The helicopters can undertake a range of missions across WA including road crash rescues, cliff and mountain range helicopter hoists, natural disaster evacuations, inter-hospital patient transfers and offshore rescues. While DFES is an existing client of 303 MullenLowe, it is the first campaign the agency has executed focussing on its relationship with RAC and its rescue helicopter sponsorship, utilising the design developed by the agency earlier this year.
Head of Design at 303 MullenLowe, Alby Furfaro said: “We set out to create a design system that could evolve with DFES and RAC, with the By Your Side campaign showing its strength in action. Every creative choice, from colour and typography to language and motion, was designed to convey presence and reassurance, celebrating the helicopters as a symbol of hope and care across WA.”
Credits
DFES & RAC
Libby Sadler – DFES Manager Sponsorship, Awards and Events
Jaimee Calder – DFES Communications Coordinator
Kieran Ball – DFES Communications & Campaign Coordinator
Carina McBurnie – RAC – Senior Manager, Partnerships Social and Community Impact
Aleks Peverall – RAC – Sponsorship Manager Social and Community Impact
303 MullenLowe
Chief Strategy Officer – Matt Oakley
Junior Planner – Harvey Clarke-Smith
Head of Design – Alby Furfaro
Art Director/Designer – Lucas Faim
Director of Client Partnerships – Giulia Palandri
Senior Business Manager – Devon Jackson
Business Manager – Katherine McFarlane
Senior Designer – Madeleine de Pierres
Finished Artist – Suzanne Whoston
Finished Artist – Angela Homann
Producer – Holly Kemp
OLV Production – The Office of John Cheese
James Hawkes
Carat – Media
Sam Giuffre – Group Investment Director
Ash Idle – Planning Director
