Client: St John WA
Agency: 303mullenlowe
How we turned volunteers into legends
The Brief
St John’s volunteers numbers were down. Across the category an estimated 2.3 million less Australians volunteered in April 2021 than in late 2019.
Oddly, new research suggested many people who do not volunteer consider it as ‘uncool’.
The Response
To inspire kids and adults to see volunteering for St John as an exciting and adventurous life pursuit we published ‘Land of Legends’, a storybook with a twist. Each ‘legend’ was 100% true. ‘Land of Legends’ compiled 21 heart-stopping (and heart-restarting) accounts of thrills, misadventures, mishaps and everlasting love. Every character chronicled the diversity of volunteering roles available to readers, and were brought to life by 13 equally diverse artists.
Awards
AGDA - Finalist (Publication / Books - Entire Book) AGDA - Finalist (Design for Good - Social & Community)
