The charity launched its ‘Be the difference' campaign this morning. It focuses on five common situations where first aid could have made the difference between a life lost and a life saved. It is offering free pocket-sized first aid guides and is encouraging the public to donate to the charity to ‘become the difference'.
The charity released results of an ICM survey, which found that nearly two-thirds of the public wouldn't feel confident trying to save a life and a quarter would do nothing and wait for an ambulance to arrive or hope that a passer-by knows first aid.
It is also using John Sergeant to spearhead the campaign. He will be doing media interviews throughout the day.
PR officer Alicia Gelassakis said: ‘This is the biggest marketing campaign we've launched in the past 15 years.'
The PR team has been briefing media over the past two weeks, but put an embargo on the story until today. It approached The Sun first.
It has been planning the campaign strategy with GolinHarris, which it brought in last October specifically for the campaign. St John Ambulance's director of marketing Scott Jacobson is himself a former GolinHarris consultant.
The PR campaign will be backed up by adverts on the tube and in the media over the next two weeks.