Brand Tone

Serious and Urgent, Reassuring and Empowering, Authoritative and Credible, Caring and Protective, Direct and Informative

Brand Values

• •Life-Saving
• •Safety and Efficacy
• •Simplicity and Accessibility
• •Empowerment
• •Awareness and Education
• •Integrity and Authenticity
• •Reliability

Best Practices

• •Prioritize Safety and Efficacy: Always lead with the life-saving benefit and back it up with credibility (TGA listing, medical studies, testimonials). The tone should convey trust and reliability.
• •Be Direct and Clear, Not Alarmist: While urgency is important, avoid overly sensational language that could be perceived as fear-mongering. Provide clear, simple instructions and information.
• •Emphasize Empowerment, Not Fear: Focus on how LifeVac empowers individuals to act and potentially save a life, rather than solely dwelling on the fear of choking.
• •Maintain Authority and Credibility: Consistently reference the scientific backing, TGA registration, and professional endorsements to build and maintain trust. Clearly differentiate the genuine product from counterfeits.
• •Use Empathetic and Caring Language: Acknowledge the emotional aspect of protecting loved ones, especially when discussing use on children or the elderly, to resonate with the target audience.

Social Perception

Positive, Skeptical/Cautious, Aware of Counterfeits, Seen as a Last Resort

Copy Examples

• •Headline: Choking is Silent. Your Action Doesn't Have to Be. Body: When every second counts and first aid isn't enough, LifeVac offers a clinically proven, easy-to-use solution to clear an obstructed airway. Protect your loved ones. Be prepared. (Tone: Urgent, Reassuring, Direct)
• •Headline: The Gift of Breath: Peace of Mind for Your Family. Body: LifeVac is the TGA-listed, parent-trusted airway clearance device designed for those critical moments. Simple, safe, and effective for children and adults. Because some things are too precious to risk. (Tone: Caring, Reassuring, Authoritative)
• •Headline: Backed by Science. Trusted in Emergencies. Body: Don't rely on hope alone. LifeVac is supported by multiple peer-reviewed medical studies and has saved thousands of lives globally when standard protocols have failed. Empower yourself to act decisively. (Tone: Authoritative, Empowering, Serious)
• •Headline: Seconds Matter: Is Your Home Ready for a Choking Emergency? Body: Choking can happen to anyone, anywhere. LifeVac provides an essential, non-invasive tool for your first aid kit, designed for immediate use when traditional methods are unsuccessful. Simple instructions for a life-saving difference. (Tone: Urgent, Informative, Protective)
• •Headline: Genuine LifeVac: Ensure Their Safety. Accept No Imitations. Body: Your family's safety is paramount. Counterfeit choking devices are dangerous and ineffective. Purchase your TGA-listed LifeVac only from LifeVac Australia or authorised resellers. Verify authenticity. Save a life, safely. (Tone: Authoritative, Protective, Direct)