St John Ambulance UK: ‘Stayin’ Alive’ Summer Awareness Campaign
I developed a bold, summer-themed OOH campaign concept for St John Ambulance UK, aimed at driving donations and raising public awareness of their life-saving mission.
The creative centered around the Bee Gees’ iconic track “Stayin’ Alive”, famously used in CPR training due to its tempo aligning with the recommended rate for chest compressions. The headline—“AH AH AH STAYIN' ALIVE”—was paired with the call to action: “Might just save your life. Donate today.”
I led the creative direction, copywriting, design, and visual mockups, crafting a campaign that was instantly relatable, musically memorable, and emotionally resonant for both UK and international audiences. The goal was to create maximum visual impact in outdoor environments, using large-scale formats to encourage spontaneous giving and reinforce CPR awareness.
The result was a striking, attention-grabbing concept with strong potential for national rollout—leveraging cultural familiarity to deliver a critical health message in a compelling, donation-driven format.