St John Ambulance unveils strategy to empower more people with first aid skills

St John Ambulance has launched its strategy for the next three years, cementing its commitment to putting the power of first aid into more people’s hands than ever before.

As health inequalities grow, public services come under increasing pressure, and the way people live, work and volunteer continues to change, the role St John plays in ensuring people get the help they need, when they need it, has never been more important.

The new strategy is all about making sure the charity is ready to face those challenges with renewed energy and purpose, focusing squarely on saving lives through teaching essential first aid skills and delivering expert care in the moments that matter.

Shona Dunn CB, Chief Executive Officer, St John Ambulance, said: “For nearly 150 years, St John has been part of the fabric of communities across the country, demonstrating the real difference first aid can make to people’s lives.

Now is the right time for us to look to the future of first aid and ensure we can continue to support our communities for the next 150 years. This strategy gives us the focus to strengthen our local presence and help even more people  feel confident stepping in when someone urgently needs help. By growing the power of first aid together, we can keep those around us safe and protected.”

The strategy is built around three ambitions: 

1. Amplifying St John’s Purpose – to reach more people with first aid 

By the end of 2028, St John wants to:  

• Train 800,000 people a year in simple first aid  
• Support more than 70,000 patients annually, delivering specialist care at events, in communities and during crises.  
• Expand community-based education, empower young people, and build partnerships to widen access to first aid  
• Strengthen emergency preparedness and response  

2. Setting the Standard – to continue to set and deliver high standards in all our work 

• Improve systems and processes to make it easier to volunteer, work, partner and donate.  
• Ensure St John remains a connected and empowering place for its people by focusing on inclusion and wellbeing. 
• Embed quality, reliability and trust in every patient, customer and partner experience.  
• Build strong, trusted partnerships to maximise impact locally and nationally. 

3. Unlocking Future Potential – to be ready to lead first aid into the future 

• Insight – Use robust data to better inform decisions and maximise impact 
• Innovation – Test and scale new ideas to help us reach more people and improve outcomes in emergencies. 
• Income – Build sustainable, diversified funding routes to power our first aid mission long into the future.

The strategy has been shaped by the voices of more than 1,500 volunteers, employees, Badgers and Cadets, alongside external partners and stakeholders.

Simon Williams CB CVO KStJ, Prior and Chair, St John Ambulance said: “This strategy marks an important moment for St John. It builds on the dedication and compassion shown by our people and supporters every day, while setting a clear course for the future.  As the world around us continues to change, our commitment to saving lives through first aid remains constant.

“By focusing on what we do best, investing in our people, systems and partnerships, and putting energy into the essential fundraising which enables them, we are ensuring St John is ready to meet the needs of communities today – and for generations to come.”

Read the full strategy here: www.sja.org.uk/about-us/our-strategy

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