St John Ambulance: How do you create a demand for skills that people hope they will never need?

St John Ambulance, the First Aid charity, wanted to change its public image and increase awareness of its role as a provider of lifesaving skills for volunteers.

St John Ambulance: How do you create a demand for skills that people hope they will never need?

Emma CaldwellBartle Bogle Hegarty

SUMMARY

This is a paper about communications that save lives.

It is the story of how fresh thinking helped to transform St John Ambulance from being seen as ‘those nice people who help at events’ into an essential life saving skills business.

150,000 people die each year in the UK because the people around them didn’t know First Aid. St John Ambulance was repositioned as the difference between life and death.

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