1 in 3 people are afraid to give women CPR because they think it’s inappropriate to touch their breasts. So, with Revolt’s brilliant creative Alice Dowdall and designer Shahina Ahmed, we made the world’s first educational bra to bust the taboo.
Launched on Restart a Heart Day 2024 with influencers including Lioness Millie Bright.
JCDecaux donated 180 OOH sites, some with defibrillators attached.
The ads were seen 570K times with a media value of £20K for £0 media spend.
1.2 Billion media impressions · 148 pieces of coverage · 3.2M social reach in 3 days
BBC Breakfast did a 13-minute segment on the bra and campaign.
“This piece of work well and truly stopped me in my tracks. I first came across it on Instagram as an influencer proudly wore her ‘CPR Bra’ and I immediately had to find out who made it... A thoughtful take on the gender CPR gap.”
Agency: Revolt
Senior Creative: Alice Dowdall
Designer: Shahina Ahmed
Producers: Sagal Aden-Buxton, Sarah McIvor, Jadesola Orekoya
Business Director: Dan Russell