Case Study: St John Ambulance boosts CPR confidence with Anthesis' CPR Bra campaign

St John Ambulance launches the CPR Bra with Anthesis, earning 570k+ views

St John Ambulance faced the critical challenge that one in three people hesitate to perform CPR on a woman due to a "touch taboo" surrounding breasts, leading to lower bystander intervention rates and avoidable deaths. To address this life-threatening barrier, they partnered with Anthesis.

Working with Anthesis, St John Ambulance launched the CPR Bra, an educational garment designed to signal consent and teach the correct CPR steps for a person with breasts. The campaign was timed for Restart A Heart Day and deployed across 180+ out-of-home sites. The initiative, amplified by influencers, achieved over 570,000 estimated views and generated an earned media value exceeding £20,000 with no media spend, successfully turning awareness into life-saving action.

St John Ambulance