Advertising

St John Ambulance

Save a Life September

Thousands of lives could be saved every year if more people knew basic first aid. But most of us don’t. Not because it’s difficult, but because we don’t think we’ll ever need it. Arthur helped St John Ambulance flip that mindset, shifting first aid from something you might need one day to something that protects the people you love every day. We turned a practical message about a simple 30-minute course into something deeply personal – reframing first aid as an act of love.

If you’d do anything for them, do this. Our challenge was to make learning first aid feel as instinctive as all the little things we do for the people we care about. From watching Frozen for the 74th time, to running a taxi service for the kids, we all go above and beyond for our loved ones. So, if we’d do all that, why not spend 30 minutes completing St John Ambulance’s free online course, which could one day save their life? This idea transformed first aid from a clinical task into a simple way to protect the lives we love. Launched during Save a Life September, the integrated campaign ran across social, local communities and PR. Short-form TikTok films showed parents and partners in funny, familiar moments, before landing the emotional twist.

RESULTS The relatable tone and humour drove engagement and made first aid feel accessible, not intimidating. By linking life-saving skills to the lives we love, Save a Life September reignited participation and repositioned first aid as something we all have a reason to learn. Not to mention some groundbreaking results… 62% increase of campaign page users from the previous year 15.4m impressions on social media (10m target) Trained over 430,000 first aid in the month of September (300,000 target) 176,000 people watched the St John Ambulance First Aid Guidance videos (35,000 target) 16,900 people trained during community demonstrations (15,000 target)

"Massive thanks to the team. We’re delighted with the campaign and looking forward to seeing the results over September. We’ve really enjoyed working with Arthur – we’ve learnt such a lot!”

Deborah Slaughter, Head of Brand and Communications, St John Ambulance