St John Ambulance: The art of action and the science of scaring Matt Hoban and Carl Mueller This case study describes how St John Ambulance, the first aid charity in the UK, used behavioural economics to increase the numbers of people with first aid skills. St John Ambulance: The art of action and the science of scaring Matt Hoban and Carl MuellerBBH London Summary This is a story about communications that powerfully combine the science and creativity of advertising.
