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St John Ambulance: The CPR Bra
The world's first educational bra, designed to save women's lives.
Revolt Labs
REQUIREMENT
1 in 3 people are afraid to give women CPR due to fear of touching breasts. This shocking statistic means more women die from cardiac arrests than men every year.
response
On ‘Restart A Heart’ day we partnered with St John Ambulance to launch the CPR BRA. A bra that’s designed to save women’s lives, give consent and educate people on how to give CPR to a person with breasts.

The campaign was fronted by Chelsea and Lioness legend Millie Bright, along with Ashley James, Lucy Edwards and Sharon Gaffker. The bras were also sent to influencers like Mylenne Klass, Scarlett Douglas and more to spread the word on social.

JCDecaux donated over 180+ OOH sites all around the UK, some with defibrillators attached.
Response
All content directed people to learn how to do CPR on someone with breasts, breaking the touch taboo.
RESULTS
Campaign will be seen over 570k times, with a media value in excess of £20,000 for £0 media spend.
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