St John Ambulance: The CPR Bra

Our solution

Working closely with St John Ambulance, we designed an educational CPR bra to normalise life-saving intervention for people with breasts and remove a key barrier to action. The bra features the clear message “It’s OK to save my life” across the front, paired with a concise reminder of CPR steps—turning an everyday item into a practical learning tool and a public permission signal.

Timed to Restart A Heart Day, the campaign deployed across 180+ JCDecaux out-of-home placements across the UK—including sites co-located with public-access defibrillators to connect awareness with immediate action.

Amplification came through a coalition of advocates, fronted by Millie Bright and supported by Ashley James, Lucy Edwards, and Sharon Gaffka. Bras were also sent to creators and presenters—including Myleene Klass and Scarlett Douglas—to spark conversation and share how-to content across social channels.

Impact

• Reach & Efficiency: 570k+ estimated views and £20k+ earned media value delivered from £0 media spend.
• Behavioural Barrier Addressed: Reframed the “touch taboo” with a clear permission signal and on-garment education to increase bystander confidence.
• Right Place, Right Moment: OOH placements adjacent to defibrillators connected awareness to immediate, practical action.
• Trusted Voices: Athlete and creator participation expanded credibility and helped normalise correct CPR for people with breasts.
• Enduring Utility: The CPR Bra acts as a repeatable learning aid, reinforcing technique and consent beyond the campaign moment.