CPR BRA
REVOLT
BRAND CAMPAIGN
PACKAGING
PACKAGING
1 in 3 people are afraid to give women CPR due to fear of touching their breasts. This shocking statistic means every year more women die from cardiac arrests than men. On ‘Restart A Heart’ day we partnered with St John Ambulance to launch the CPR Bra. A bra that’s designed to save women’s lives, give consent and educate people on how to give CPR to a person with breasts.
The campaign was fronted by Chelsea and Lioness legend Millie Bright, along with celebrities Ashley James, Lucy Edwards and Sharon Gaffka. The bras were also sent to influencers like Mylenne Klass, Scarlett Douglas and more to spread the word on socials.
FEATURED IN
︎︎︎ Campaign
︎︎︎ Famous Campaigns
︎︎︎ Creative Salon
AT THE HEART OF IT
A beating heart that doubles as a pair of breasts became the foundation of the identity, confronting discomfort with clarity and turning hesitation into action. Inspired by breath, the visual language uses hand-drawn typography to bring urgency and warmth to every touchpoint.
A beating heart that doubles as a pair of breasts became the foundation of the identity, confronting discomfort with clarity and turning hesitation into action. Inspired by breath, the visual language uses hand-drawn typography to bring urgency and warmth to every touchpoint.
THE UNBOXING
A limited-edition pack designed to inform and provoke. From the moment it’s unwrapped, the bra guides users through the steps — from consent, to compressions, to scanning the QR code and learning CPR. The experience is clear, bold and shareable — built to turn hesitation into action.
A limited-edition pack designed to inform and provoke. From the moment it’s unwrapped, the bra guides users through the steps — from consent, to compressions, to scanning the QR code and learning CPR. The experience is clear, bold and shareable — built to turn hesitation into action.
IMPACT
With £0 media spend, the CPR Bra landed coverage in over 150 news articles and secured a 13-minute feature on BBC Breakfast.
With £0 media spend, the CPR Bra landed coverage in over 150 news articles and secured a 13-minute feature on BBC Breakfast.
St John Ambulance saw a 26,400% uplift in website traffic in just 24 hours — turning emergency response into earned media, and helping ensure no woman dies from embarrassment.
CREATIVE Alice Dowdall
Alice Dowdall
Sarah Levitt
DESIGN
Shahina Ahmed
MOTION
Rob Wilkes
George Willment
CAMPAIGN PHOTOS