Campaign shortlisted for award

Basic first aid can be the difference

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.


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.


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.'