CorpComms Magazine

While St John Ambulance is viewed as friendly and positive, research showed that the public are unclear as to its role or the value of first aid.

This publication needed to change that perception and provide readers with first aid information and supply campaigning tools. It also needed to demonstrate that St John Ambulance is a community-facing charity but also trains organisations in first aid techniques commercially.

Two versions of the annual review were created - an online e-version, sja.org.uk/review, which was available for a wider audience and a printed version to be used for presentations to opinion formers and potential funders. Entitled Nothing is more tragic than a life lost needlessly, the printed version contained a series of real life stories, both lost and saved, while containing easy to digest key facts, figures and advice, along with a peel-off first aid guide, quiz and tear out postcards. The e-version contained links to online campaigns.

Within three weeks, the e-version had attracted 1,200 views against a target of 650, while focus group research demonstrated a better understanding of the importance of first aid. 'This report made excellent use of research and was truly on message,' said the judges. 'It was a nice format.'

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Shortlisted entries

BBC Annual Report - BBC - Agency: Luminous

Annual Review and Annual Report - City Bridge Trust (part of the Bridge House Estates) - Agency: Luminous

Annual Report 2010 - Nottinghamshire Healthcare NHS Trust

Passionate, personal, proud: Points of view - social housing residents write their landlord's annual report - Soha Housing - Agency: Marketing Impact