British Red Cross wins prestigious Charity Award

Published: 9 July 2008 0:00 CET

The British Red Cross has won a UK Charity Award for education and training for its first aid campaign "Life. Live it".

The campaign aimed to inspire thousands of young people to learn key life-saving skills enabling them to have the confidence to deal with an emergency. The campaign reached more than 840,000 young people with first aid education and messages, and the British Red Cross also succeeded in its advocacy campaign to get basic first aid education included on the school curriculum in England, Wales and Scotland.

Every year in the United Kingdom, three million people go to Accident and Emergency (A&E) departments with injuries or illnesses that first aid can help treat. One million of these are children and young people.

Accident and Emergency departments see an average of more than 2,600 open wound injuries every single day, as well as over 2,400 bone injuries and 290 burns, and young people are more likely to suffer injury in almost every category.

The British Red Cross knows that first aid can reduce injury and save lives  and its campaign for 2007 and 2008 aimed to promote this message throughout the country.

"We've been blown away by the results of our campaign," said Mairi Allan, head of schools and community development at the British Red Cross. "We have reached hundreds of thousands of young people, and now first aid is on the school curriculum, thousands more will be able to save a life."

Its "Life. Live it" campaign saw teams from communications, first aid and schools and community education come together to deliver an integrated programme which has proved overwhelmingly successful. Achievements include:

- advocacy work succeeded in getting first aid on the school curriculum in England, Wales and Scotland

- 291 young people trained as peer educators

- 840,000 young people reached with first aid education and messages

- a comprehensive first aid kit produced for use in schools

- 172,500 young people reached through first aid DVDs

- YouTube first aid clips viewed more than 80,000 times

- Media coverage of the launch of the campaign resulted in over 73 million 'opportunities to see' with an advertising equivalent of £121,000 (245,000 Swiss francs)

This success was recognised at the Charity Awards gala dinner in London on 19 June in front of 1,000 of the charity world's most senior representatives and celebrity guests.

Watch the campaign video on YouTube here: or read further information about our campaign by logging onto