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Together with St John Ambulance, we set out to tackle a critical but rarely discussed issue in emergency response. While CPR can dramatically increase a person’s chance of survival during cardiac arrest, women are significantly less likely to receive it in public.
Our campaign set out to confront this uncomfortable truth, spark national conversation, and encourage more people to feel confident stepping in during life-or-death situations.
Research from St John Ambulance revealed that women are less likely to receive CPR in public than men. The barrier isn’t knowledge — it’s hesitation.
Many bystanders feel uncomfortable performing CPR on women because it involves touching the chest and potentially removing clothing. During first aid training sessions, these concerns were frequently raised by participants, highlighting a widespread but rarely addressed issue.
Our challenge was clear: raise awareness of this gender disparity and show that CPR training is the key to overcoming hesitation and saving lives.
Together with St John Ambulance, we set out to tackle a critical but rarely discussed issue in emergency response. While CPR can dramatically increase a person’s chance of survival during cardiac arrest, women are significantly less likely to receive it in public.
Our campaign set out to confront this uncomfortable truth, spark national conversation, and encourage more people to feel confident stepping in during life-or-death situations.
The CPR Bra quickly became a widely discussed campaign across media, social platforms and broadcast.
The story generated over 150 pieces of coverage and reached more than 17 million people on social media. Within the first 24 hours alone, traffic to the campaign landing page increased by 26,400%, directing audiences to CPR guidance, training information and donation opportunities.
The campaign also entered the political conversation through an Early Day Motion tabled by Kirith Entwistle supporting the work of St John Ambulance.
The CPR Bra quickly became a widely discussed campaign across media, social platforms and broadcast.
The story generated over 150 pieces of coverage and reached more than 17 million people on social media. Within the first 24 hours alone, traffic to the campaign landing page increased by 26,400%, directing audiences to CPR guidance, training information and donation opportunities.
The campaign also entered the political conversation through an Early Day Motion tabled by Kirith Entwistle supporting the work of St John Ambulance.
