#WhenYouMustTouchABust is a bold awareness campaign created to tackle a life-threatening gender gap: women are 27% less likely than men to receive CPR from a bystander. Why? Research shows many men hesitate - unsure of how to act when a woman’s boobs are involved.

This campaign directly challenges that stigma by targeting young working professionals during their morning commute, placing the message in front of the people most likely to witness and respond to emergencies.

I developed a clear, impact-driven brand identity and wrote a series of punchy, provocative headlines designed to stop people in their tracks. These were applied across a range of out-of-home assets as part of a multi-phase, behaviour-led strategy that engaged users at different stages of their journey - from awareness to action.

The campaign aims not just to inform, but to change behaviour, and potentially save lives, by reframing what effective first aid looks like, regardless of gender.