Campaign shortlisted for award
St John Ambulance's thought-provoking
Life Lost campaign has been shortlisted in the not-for-profit
category of the Public Relations Consultants Association (PRCA)
Awards 2010.
The awards
The PRCA Awards provide a showcase for the best campaigns
in the public relations industry in the United Kingdon. Winning or
being shortlisted for a PRCA Award is a real achievement and proof
a campaign had an outstanding impact from which other campaigns can
learn from. Winners will be announced on 26 October.
Planning for the campaign generated the
finding that 150,000 people die each year in
situations where first aid might have given them a chance
to live. To raise awareness of how first aid can be the
difference between lives lost and lives saved, this information was
used alongside the emotive story of Beth Chesney-Evans, who was
told her son Guy might be alive today if he had been given first
aid.
Success
Media coverage included BBC Radio 4's Today,
GMTV, BBC Breakfast, Loose Women, The Sun, The Mail on Sunday, The
Times and many more. The charity also used Facebook and Twitter to
directly engage with new audiences and increase its fans and
followers.
As a result of the campaign, the charity has
to date received 90,000 requests for a free pocket first
aid guide.
Collaboration
The in-house public relations team worked
closely with agency GolinHarris who have also been nominated for an
award for their involvement in the campaign.
Scott Jacobson, Director of Marketing,
Communications and Fundraising at St John Ambulance, said:
'We're delighted to be shortlisted for this
award and that GolinHarris has been recognised too – the campaign
is a great example of the results that can be achieved from
outstanding agency and client collaboration.
'No one should die because they needed first
aid and didn't get it. We worked hard to get that message to as
many people as possible and it is gratifying to know that 90,000
people now have life saving knowledge that could equip them to be
the difference between life and death – but the work doesn’t stop
here. We'll be doing all we can to achieve our vision that no one
suffers because they didn’t have access to first aid when they
needed it.'