THE BRIEF
Raise awareness of expanded defibrillator availability, and empower South Australians to act in a cardiac emergency
From 1 January 2026, South Australia’s world-leading Automated External Defibrillator (AED) legislation - mandating that all key public spaces install life-saving defibrillators – saw new lifesaving AEDs installed across schools, sporting facilities, theatres, pools and public transport statewide.
While this increase in AED availability overcame one key barrier, awareness and bystander confidence remained a critical issue.
Because, sadly, when it comes to cardiac arrest, hesitation can cost a life.
The Challenge
Building on the success of the Heart Foundation SA’s Shockingly Simple campaign – which sought to increase awareness of just how simple it was for anyone to use an AED – the Department of Premier and Cabinet needed to deliver the next phase of communication.
The goal of this phase two campaign was to strengthen bystander confidence and use statewide, by not only clearly explaining the expanded availability of AEDs, but to also reinforce that defibrillators are simple to use and require no formal training.
The brief called for a clear, memorable campaign that would cut through in high-stress moments – increasing awareness of AED availability while empowering everyday South Australians to call 000, start CPR and use an AED without fear.
Strategic Insight
Having worked on the Shockingly Simple campaign with Heart Foundation SA, Fuller’s strategic and creative teams already understood that when sudden cardiac arrest strikes, every second counts.
In high-stress moments, people don’t recall detailed instructions; they recall simple cues.
South Australians didn’t need technical education. They needed a clear, memorable message that would cut through panic, and prompt action.
Campaign Platform
Landing on a platform that spoke to both the problem and the solution, Find One In A Heartbeat, became a simple, powerful call to action built on urgency and reassurance. It reminds people that AEDs are close by, easy to use, and critical in those first essential life-saving moments.
Campaign Strategy
Tasked with creating a campaign that could reach the entire state and support this major legislative shift, our clear, single-minded idea was designed for both awareness and behavioural impact.
Find One In A Heartbeat was rolled out across digital and social media, print and outdoor, radio and broadcast, as well as contextual transit advertising highlighting AED availability across public transport.
Our creative focus was on clarity, reassurance and simplicity – reinforcing that AEDs provide users with step-by-step instructions, and that no formal training is required.
The campaign worked in tandem with community education initiatives and government grant programs supporting AED installation – ensuring devices were not only present, but recognised and accessible.
Part legislative awareness campaign, part confidence-building initiative, the work balanced a clear public call-to-action with messaging designed to empower everyday South Australians to act.
Results
Find One In A Heartbeat successfully raised awareness of the expanded AED rollout under South Australia’s world-leading legislation.
The layered media approach ensured the message reached diverse audiences statewide, reinforcing that AEDs are widely available and simple to use. This critical information aimed to support faster bystander response and improve survival outcomes in cardiac emergencies.
The campaign also strengthened community confidence, aligning public understanding with Government objectives – contributing to meaningful public health and safety outcomes across South Australia.
