1 in 3 people are afraid to give women CPR, thinking it’s inappropriate to touch their breasts. So we made the world’s first educational bra to bust the taboo. Launched on Restart a Heart Day 2024 with influencers including Lioness Millie Bright.
1.2 billion media impressions · 148 pieces of coverage · 3.2M social reach in 3 days · 26,400% rise in St John Ambulance web traffic in 24 hours
1.2 Billion media impressions · 148 pieces of coverage · 3.2M social reach in 3 days · 26,400% rise in visitors to St john ambulance website in first 24 hours
BBC Breakfast did a 13-minute segment on the bra and campaign.
JCDecaux donated 180 OOH sites, some with defibrillators attached.
The ads were seen 570K times with a media value of £20K for £0 media spend.
Floor stickers asked passersby if they’d save this woman’s life, with a prompt to learn CPR.
“This piece of work well and truly stopped me in my tracks. I first came across it on Instagram as an influencer proudly wore her ‘CPR Bra’ and I immediately had to find out who made it... A thoughtful take on the gender CPR gap.”
Agency: Revolt with Fight or Flight
CD: Sarah Levitt
Senior Creative: Alice Dowdall
Designer: Shahina Ahmed
Fight or Flight CD: Kate Sarginson
Producers: Sagal Aden-Buxton, Sarah McIvor, Jadesola Orekoya
Business Director: Dan Russell