The solution was to reframe the main focus of the brand - first aid - in a way that attracted attention and made people realise its importance.150,000 lives are needlessly lost every year as there was no-one with first aid skills around to save them.Therefore, with their training and volunteers, St John Ambulance is literally the difference between a life saved and a life lost.

This was a reappraisal brief rather than specifically driving donations, training courses or volunteers.

In the 4 weeks since launch there were 7000 searches of the ‘Life Saved’ search term which was communicated on underground posters. The web traffic increased 42%. There were 43,240 requests for the first aid guide.