St John Ambulance Cymru – ‘Just in Case’ Campaign

An overview to tickle the tastebuds

St John Ambulance Cymru (SJAC) is the first aid charity for Wales, dedicated to keeping communities safe by providing lifesaving skills, training, and first aid support at events. To reinforce its critical role and inspire new support, SJAC commissioned jamjar to develop and deliver a digital brand campaign centred around the powerful messaging of ‘Just in case.’ The campaign sought to drive engagement, increase volunteer enquiries, encourage donations, and promote first aid training, ensuring that more people across Wales had the skills and knowledge to save lives when needed.

Lifting the lid on the brief

The ‘Just in case’ campaign was designed to highlight the importance of first aid skills and support for SJAC’s vital services. The key objectives were:

• Increase website traffic by 20%
• Boost social media engagement, reach, and growth by 10%
• Increase newsletter sign-ups by 5%
• Drive a 20% increase in volunteer enquiries
• Raise monthly donations by 20%

To achieve these goals, the campaign needed to resonate with multiple audience segments, including prospective volunteers, donors, workplaces, and partners. The campaign aimed to illustrate real-life scenarios where first aid knowledge and SJAC’s services could make the difference between life and death.

Our recipe for success

To deliver a compelling and impactful campaign, jamjar took a strategic approach, implementing a four-pronged creative direction:

• Situation-led messaging: Highlighting real-life emergencies where first aid could save a life, such as “Just in case… your baby stops breathing.”
• Statistics-led messaging: Using data to emphasise the importance of first aid, such as “1 million people in Wales have not learnt CPR.”
• Call-to-action-led messaging: Encouraging action by making direct appeals, such as volunteering or signing up for training.
• Case study-led messaging: Showcasing personal stories of people who have benefited from first aid knowledge, including real-life experiences from SJAC volunteers and those they’ve helped.

To maximise reach and engagement, the campaign was rolled out across multiple digital channels, including:

• A hero film featuring SJAC volunteers, reinforcing their role in communities across Wales.
• Targeted digital advertising across Meta, Google, and Snapchat to reach key demographics.
• Organic social media content, including video testimonials, infographics, and real-life case studies.
• Email marketing and website content to drive conversions for donations, volunteering, and training sign-ups.

The campaign was delivered in two bursts:

• Burst 1 (Summer): Focused on volunteers and donors, leveraging SJAC’s visibility at major events.
• Burst 2 (September): Expanded to workplace training audiences as people returned from summer holidays.

Proof is in the pudding

The ‘Just in case’ campaign delivered outstanding results, exceeding key performance indicators and reinforcing the importance of first aid across Wales:

The campaign not only met but exceeded expectations, demonstrating the power of clear, emotive messaging combined with strategic digital marketing. Through jamjar’s creative execution, the ‘Just in case’ campaign successfully positioned St John Ambulance Cymru as a vital force in Wales, encouraging more people to learn first aid, volunteer, and support the charity’s lifesaving work.