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PUBLISHED
Oct 17, 2024
WORDS
Stephen Lepitak, Creative Salon
St John Ambulance campaign says touch a boob, save a life
St John Ambulance has created an educational CPR bra to shed light on the alarming fact that a third of Brits are afraid to perform the life-saving procedure on a woman because they are worried about touching their breasts.
The bra features the message: ‘It’s ok to save my life’ on the front, alongside a reminder of the steps involved in carrying out CPR.

Aligning with the annual Restart A Heart Day initiative, the campaign will run across JC Decaux’s out-of-home screens, incorporating life-saving street furniture with public service defibrillators on the other side of the screen.

Made in partnership with Revolt and Fight or Flight agencies, the St John’s Ambulance campaign has signed Chelsea FC Women’s captain Millie Albright, broadcaster and DJ Ashely James, broadcaster, disability activist and content creator Lucy Edwards and activist Sharon Gaffka to introduce the bra.
“It’s a shocking and sad statistic that we’re less likely to receive bystander CPR simply because we have breasts,”
said Revolt creative director Sarah Levitt.

“This touch taboo needs addressing, and we need more education on how to give CPR to women. We’re hoping the CPR Bra will do just that, and ensure no woman dies from someone else’s embarrassment.”
The St John’s Ambulance campaign also sees influential female voices across the worlds of sport, entertainment and music donning the CPR bras on social media in order to drive awareness and conversation with an earned campaign.

St John’s Ambulance senior communications manager Joanne Shepherd added: “Our message to people is that it is always better to do something than nothing in these circumstances. Regardless of gender, when it comes to CPR, every ‘body’ is the same, the technique is the same and everyone deserves the best possible chance of survival.”
“We hope that this campaign encourages people to feel more comfortable to help women when they need it most.”

JCDecauxUK head of social impact Chris Dooley said: “Cardiac arrest can happen to anyone at any time and doing CPR or using a defibrillator can save a life. That’s why JCDecaux UK provides over 200 defibrillators on high streets UK-wide, funded by out-of-home advertising.”

“JCDecaux Community Channel is proud to bring this important St John’s Ambulance campaign to the public – with high-profile media space that includes our life-saving street furniture offering easily-accessible defibrillators in addition to advertising screens for brand messaging.”
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