As a charity, St John Ambulance will always have to work with limited budgets. The task of both creative and media is to create and place work in a way that creates media uptake and buzz. Through shocking content and clever placement. Sacrificing reach for impact. This resulted in a exclusive tie up with ITV with limited placements in high visibility programming (i.e. Downton Abbey First Ad break). The films CTA led to a device agnostic interactive platform that allowed viewers to learn how to save a life.

The campaign was a genuine success. Over 20,000 unique users used interactive element

across mobile and desktop devices. It drove nearly 150,000 unique website visits resulting

in an additional 15,000 people learning First Aid. We saw a 12% uplift in Facebook fans and 17% uplift in Twitter followers. The charity also accrued an additional 500 training course bookings in the 2 weeks after launch (generating an additional income of £623,000 for the charity – although this work was not designed to drive donations/income). The charity’s budget does not allow for ongoing consumer tracking so no awareness and perception measures available.