Research from St John Ambulance shows that people are afraid to give CPR to a woman because they are worried about touching breasts, and because of her gender, a woman is less likely to receive CPR in public than a man. Our ambition for the campaign was twofold: raise awareness of the gender disparity and show that training is the solution. Our creative answer? The CPR Bra … the world’s first life-saving bra. Using the very thing that people are scared to remove as the vehicle for our message.

In 2001, Sherron Watkins exposed Enron, one of the biggest corporate frauds in history. Watkins wasn’t thanked for speaking out. Instead, she was labelled a snitch and ostracised.

The perception of whistleblowing has hardly changed in two decades. Despite their importance, many whistleblowers are victimised simply for speaking out.