303 MullenLowe Celebrates WA RAC's Rescue Helicopters

The geographic coverage and diversity of rescue missions provided by WA’s RAC rescue helicopters are the focus of a broad-reaching new Department of Fire and Emergency Services (DFES) campaign, launched this week in collaboration with RAC.

Developed by 303 MullenLowe Perth, the new campaign showcases the varied work that the RAC rescue helicopters deal with 24/7 across multiple regions of the state, educating and reassuring Western Australians about the helicopters’ important rescue role.

It will be seen from this week across BVOD, OOH (billboards and transit), social and audio, using several different taglines that all start with “by your side…”.

303 MullenLowe developed the creative and strategy, plus undertook design and production for the 'By Your Side' campaign. Agency chief strategy officer Matt Oakley, said the campaign aimed to “ignite a powerful sense of freedom and reassurance in every Western Australian, by showing that help is never far away -- whether it’s close to home or in more remote areas of the state, day or night.

“During the campaign development, we found that the life-saving work of the RAC rescue helicopters can feel distant, particularly among younger residents and metro audiences who see it as relevant in only moments of crisis.

"But what if the vital work of these helicopters could be felt in everyday life? As a result, this campaign isn’t just about awareness or perception, it’s about educating all Western Australians about where these remarkable helicopters can go, and what they’re capable of doing,” Matt said.

The RAC rescue helicopters are funded by the WA state government, managed by DFES, and sponsored by RAC. There are two main helicopters, with a third for backup, operating 24 hours per day, 365 days per year.

The helicopters can undertake a range of missions across WA including road crash rescues, cliff and mountain range helicopter hoists, natural disaster evacuations, inter-hospital patient transfers and offshore rescues. While DFES is an existing client of 303 MullenLowe, it is the first campaign the agency has executed focussing on its relationship with RAC and its rescue helicopter sponsorship, utilising the design developed by the agency earlier this year.

Alby Furfaro, head of design at 303 MullenLowe, said, “We set out to create a design system that could evolve with DFES and RAC, with the 'By Your Side' campaign showing its strength in action. Every creative choice, from colour and typography to language and motion, was designed to convey presence and reassurance, celebrating the helicopters as a symbol of hope and care across WA.”