Our strategy revolves around how being prepared is more than just saving a life in a critical moment, and that it's about preserving the possibilities and the future that comes after saving that life.
When someone is prepared to act in an emergency situation, they are not just preventing a major tragedy, they are protecting a future and ensuring that a person's story gets to continue on.
The campaign would be set to launch on World First Aid Day, Saturday, September 12, 2026, in order to amplify the message that first aid is essential.