We created a series of radio ads for St John Ambulance built around the real experiences of volunteers across the UK.

Recorded on location, each piece combines documentary-style interviews with a simple narrative structure, allowing first-hand stories to lead the creative. From first shifts at major events to life-saving interventions and personal moments of care, the campaign captures the reality of volunteering and the impact of first aid training.

The approach is deliberately honest and unpolished, giving space to authentic voices while reinforcing the importance of preparation, confidence and community support. Delivered as a series, the work highlights the breadth of St John Ambulance’s role while encouraging people to train, volunteer or support the charity.