St John Ambulance, the first aid charity, is launching an advertising campaign to increase adult membership and to counter the stereotype of simply providing first aid at football matches.
Two-thirds of the charity’s members are under 18.
The campaign aims to boost membership, particularly from people in their 20s. St John has 70,000 members.
The advertisements, through newly-appointed Beeching Dowell Stubbs, will communicate other services the charity offers.
Brian Rockell, St John director of trading and public affairs, says: “We were looking for an agency that would challenge the stereotype of the St John volunteer on the touchline.”
The campaign will break early next year, when the Order of St John celebrates its 900th anniversary.
St John Ambulance is the 56th largest charity in the UK, according to the Charity Aid Foundation ranking. Its annual revenue is about 15m.