Ambulance Victoria direct mail case study

This 2007 integrated TV, radio and direct mail campaign for Ambulance Victoria in Australia aimed to boost both membership and retention.

It sought to unsettle people by applying their name to pictures of accidents waiting to happen and then revealing the cost of an ambulance trip, with and without membership.

This Rapp Collins campaign stopped the target demographic of young singles and families in their tracks and resulted in a 111% increase in calls to Ambulance Victoria call centres.