Client: St John Ambulance
Research from St John Ambulance shows that 1 in 3 people are afraid to give CPR to a woman because they are worried about touching breasts, and because of her gender, a woman is less likely to receive CPR in public than a man. Our ambition for the campaign was twofold: raise awareness of the gender disparity and show that training is the solution, with the launch of the world’s first educational bra, The CPR Bra. Fronted by Chelsea FC captain and Lioness, Millie Bright, alongside other passionate, influential voices across the world of sport, entertainment and music who each wore the bra to bust the touch taboo. The campaign ran across social, through influencers, on St John Ambulance website and on over 180+ OOH sites in the UK. With £0 media spend, we landed blanket coverage in over 150 news articles and secured a 13 minute slot on BBC News Breakfast show. St John Ambulance saw a 26,400% website uplift in just 24 hours, turning ER into PR, ensuring no woman dies from embarrassment.
