Despite rising violence against South Australian Ambulance Officers (Ambos), research revealed that the general public didn’t consider it to be a real issue. To make the unbelievable, believable we didn’t make an ad, we created an ‘incident’, captured on an iPhone in a single take and posted on Facebook.
Within 48 hours it had been viewed over 750,000 times and shared over 14,000 times. Comments poured in by the thousands and the video was picked up by national news agencies. In the end, we didn’t just make people aware, we made them care.