Rescue Rashie - an innovation in paediatric water safety

Client: Westpac

Westpac Rescue Rashie

True innovation solves problems and has both human and cultural impact. The Rescue Rashie is such an innovation. With drowning deaths rising in Australia, Rescue Rashie solved the problem with simple yet innovative thinking. By combining the swimwear worn by every Australian child – the rash vest – with lifesaving medical CPR instructions, it turned kids’ swimwear into a lifesaving aide.

In Australia, drowning is the leading cause of accidental death for young children. Whilst CPR instructions can save a child’s life and are mandatory on Australian waterways, they are often out of sight, out of date and out of reach in an emergency. 65% of parents said they’d lose time looking for them in a crisis.

Westpac has a long association with ensuring the safety of Australia. Through their support of the Westpac Rescue Helicopter Service, the brand has been committed to saving lives for over 44 years. Rescue Rashie is an extension of this and part of their commitment to protecting the next generation of Australians, creating a new normal that’d be effective without demanding huge behaviour change.
In a moment of adrenalin filled anxiety, even the most well-trained parent will panic. Rescue Rashie puts CPR instructions where they matter most – at your fingertips. This makes the instructions easy to access and follow, helping rescuers act in those crucial seconds before a child’s brain loses all oxygen.
Rescue Rashie was made in partnership with Westpac and CPR Kids, who endorsed the CPR instructions as paediatric specific. For every Rashie sold, $1 is donated to Take Heart Australia, a CPR charity who supported Rescue Rashie as an innovation in CPR aides.

The idea has reached over 20 million people and achieved a PR value of just under $1million. 100% of media coverage has been positive, with Westpac reporting that the social video surpassed their benchmark for performance in this channel, halving cost per view within just 3 days of being live.

Westpac have so far distributed over 8,000 Rescue Rashies, and effectively creating 8,000 more CPR signs across Australia. Additionally $1 from every sale is given to Take Heart Australia.

Rescue Rashie accolades:
2017 – 2 x Bronze Cannes Lions (PR and OOH)
2018 – 2 x Wood D&AD Pencils (Creativity For Good and Consumer and Industrial Product Design)

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