Rescue Rashie
Rescue Rashie puts CPR instructions right where you need them most – at your fingertips.
In Australia, drowning is the leading cause of accidental deaths of children. Rescue Rashie turns children’s rash vests into CPR signs. To ensure they’re still fashionable and wearable for kids, a one-of-a kind-design conceals the instructions, then reveals them in an emergency via a quick-release zip.
To becoming an indelible branding icon for water safety, a distinctive symbol was born out of the key components of the idea itself – a heart, a rash vest and a child. Together they forge a unique form that is a strong and fundamental base for further branding applications.
- Branding
- Design
- Illustration
Alongside the design of the rash vest, a full identity has been created, from naming to logotype, mail packaging and the official website. Rescue Rashie was promoted across digital and social media with comms directing people to the website to purchase.
This project was also awarded internationally with:
2018 D&AD Wood Pencil Creativity for Good
2018 D&AD Wood Pencil Product Design
2018 Warc Awards
2017 Cannes Lions Bronze PR, Corporate Responsibility
2017 Cannes Lions Bronze Outdoor, Small Scale Solutions
2017 Cannes Lions 5x Shortlists
2018 Bestads Best Outdoor
2017 Midas Awards Gold PR
2017 Midas Awards Gold New Product/Service Launch
“Rescue Rashie puts CPR instructions right in front of you. Your hands need to be on that child’s chest exactly where those instructions are, that’s how we save lives.”
Sarah Hunstead – Paediatric Nurse & Founding Director of CPR Kids
“The way you get people to react instantaneously is to give them really simple instructions right in front of their nose and I think that Westpac Rescue Rashie does exactly that.”
Prof. Paul Middleton – Director of Emergency Medicine Research Unit, Liverpool Hospital & Chair of Take Heart Australia
