303 MullenLowe tells the story of the real heroes of St. John Ambulance in new children’s book



St John WA and 303 MullenLowe Perth have ventured outside the walls of traditional advertising to tell the brave stories of St John’s paramedics, staff and volunteers – and highlight the joy of giving back – in a new children’s book.

Titled ‘Land of Legends’, the locally made 100-page book is filled with 20 true stories of adventure, love, loss, friendship, laughter and heartbreak experienced by paramedics, staff and St John’s volunteers over many years.

Created by 303 MullenLowe Perth, the concept of the book was to educate and inspire people inside and outside the organization about the different ways St John makes WA communities stronger. It is being promoted by Hunter Communications through a statewide media and community engagement campaign, which has included endorsement of Premier’s Reading Challenge and a partnership with Perth Children’s Hospital.

“St John wanted to show the pride that paramedics, staff and volunteers feel in undertaking their important work. In doing so, they hope to attract more people to join their organisation, in particular by rekindling the flame of volunteerism – something vital to St John’s operations in the vast state of WA. We knew we could inspire people with the real life stories that St John’s staff had in spades, so instead of developing a campaign we set out to capture their adventure stories in a different and compelling way that would engage people across generations, and especially children,” explained 303 MullenLowe Planning Director Smiljka Dimitrijevic.

“What we have discovered along the way is that St John’s paramedics, staff and volunteers are perhaps some of the most daring and adventurous among us. Their real lives are mythology, so we’ve created an epic chronicle to inspire the next generation of wizards, while helping them imagine their place in WA’s future. These are stories of great lives giving back, in a land of people giving back – a land of legends,” she said.

Each of the 20 stories was brought to life by local author Deb Fitzpatrick, with 13 WA illustrators also used to create inspirational imagery to accompany each tale. 5,000 books have now been printed, with copies also available online for purchase.

Perth-based Hunter Communications developed a comprehensive communications strategy to launch the unique publication and increase community awareness and engagement. A launch event leveraged the highly regarded Premier’s Reading Challenge: Festival of Words, to promote the book and incorporated a Wiggles ambulance activation to attract key target audiences.

Book reading events have been held across WA to promote the book and raise awareness of the outstanding contribution St John WA makes to the WA community. Most recently, this has included a well-attended activation at the State Library of WA where author Deb Fitzpatrick read the book to young attendees while 303 MullenLowe’s Executive Creative Director Richard Berney illustrated live onsite. .

Online readings have also been posted, including one featuring children’s entertainment icon Anthony, the ‘blue Wiggle’ on YouTube Land of legends.

Mel Newcombe, Senior Account Manager at Hunter Communications, said, “Land of Legends tells the inspiring and heroic stories of paramedics, staff and volunteers across Washington State, so it was critical that the communications strategy be designed to reach every corner of the state. With stories recounting some of the most vulnerable human moments experienced and rescue missions through thick and thin, the strategy ensured that the stories and their protagonists were the heroes of all promotional activity.

Aaron Crowther, St John’s Brand and Reputation Director, said: “Creating this book provides a lasting and meaningful way to recognize the incredible work that St John’s staff and volunteers undertake every day. It gives staff and volunteers a special way to talk to their children and grandchildren about what’s going on when they’re at work and reinforce what it means to give back to the community. Importantly, it also lets the audience understand that helping people requires many moving parts – from the spectator and the call center, to the ambulance personnel on the road and in the RAC rescue helicopter, to our first aid team, including trainers and even those who maintain vehicles and equipment. These stories come from the heart.

St John donated 400 copies of Land of Legends to the School of Special Educational Needs: Medicine and Mental Health, the PCH Foundation and Radio Lollipop for Children at Perth Children’s Hospital. Proceeds from the sale of the books will go to St John Giving, St John’s fundraising arm, which supports a range of charitable activities designed to build safer and more resilient communities across the state.

For more information about the book and its inspiring stories, visit Home – Land of Legends

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