What is it?
The first aid charity has produced a video called Celebrate Like A Hero. In the video, a man is coming out of the supermarket when he sees a woman choking on a scotch egg and uses his first-aid skills to save her life. He celebrates as if he has scored the winner in a cup final, while football commentator Martin Tyler commentates on the action. The slogan "You don’t have to be a footballer to be a hero" appears on screen, and the video ends with a call to download the St John Ambulance app, which provides advice on a range of first-aid scenarios.
The video will be shown on the big screens at some football matches. Fans are also being asked to download the app and then post a "celebration selfie" on social media, using the hashtag #celebrationface. The release of the video coincides with the charity’s annual Save a Life September awareness month, which this year is being promoted on Twitter using the hashtag #SaveALifeSeptember.
Who is supporting the campaign?
The former Arsenal, Birmingham City and Bolton Wanderers footballer Fabrice Muamba, whose heart stopped for 78 minutes when he suffered a cardiac arrest during an FA cup match in 2012, is backing the campaign. Muamba says he survived because the people around him at the time knew how to perform CPR; he says he is "living proof that first aid can save lives".
How has it performed so far?
The video has had 114,409 views on YouTube since it was published on 12 September. It has also been featured on sports news websites including Sky Sports and The Guardian. St John Ambulance appears to have been successful at getting football clubs on board, which might have been helped by the fact that 70 football clubs use the charity's first-aiders at games. Several have promoted the campaign on their own social media channels, and some will provide information on first aid and the app in their match programmes.
Third Sector verdict
Celebrate Like a Hero follows in the footsteps of other football-based campaigns such as Prostate Cancer UK's Men United and Anthony Nolan's Match of the Day; judging by the number of views and the level of media coverage, this is clearly a successful formula. Creating a video to promote an app is something that is rarely seen among charities, but this makes it more accessible and is a good way to encourage people who might not be regular app users to give it a try. The extra exposure at football grounds will no doubt give this a boost.