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Ambulance Employees Association SA

Dying For More Ambos

The Marshall Liberal Government cut $11 million in funding from the SA Ambulance Service in their first 2 years in office. At the time, Adelaide had the worst response time of any Capital City at 34 mins, and SA the worst response time in its history. The Ambulance Employees Association SA wanted to make this a key issue in the 2022 SA State Election

So we developed the ‘SA is Dying for more ambos’ campaign to demonstrate to the South Australian community the real dangers of underfunding the Ambulance Service. We showed how terrifying it is for people to be without quick emergency response when needed.

For one of the TVCs, we used real transcripts of emergency calls to demonstrate the real dangers of the Marshall Liberal government’s underfunding.

The ad ran on Broadcast TV, Catch Up TV and Facebook during the 2022 election period, elevating the issue to being a key factor in changing the state government. 

Ambos TVC

Transcript TVC


Our integrated campaign achieved –

Over 500k views on Catch Up TV

Reached over 1 million South Australians via radio

1.8 million ads served on Facebook

383,000 views on YouTube, with a completion rate of over 60% – 3x the industry average

27,000 clicks to the campaign website & over 3,000 emails to the Government




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