St John Ambulance and ‘The difference’: How and when to use the phrase


Our key organisational message is: ‘No one should die because they needed first aid and didn’t get it. St John Ambulance is the difference between a life lost and a life saved.’


'The difference' always refers to the difference between life and death, or a life lost and a life saved. If you use 'The difference' in body copy, it must always be explained.


We also use 'The difference' in our call to action 'triple lock' which we use on nearly all of our branded materials. This helps us present our call to action in a logical and consistent way, so that people are clear what each communication is about, and what we want them to think or do as a result.


The top line is flexible, depending on the nature of the material. And the other three lines are fixed. This device is reserved for professionally designed materials so please refer to our brand guidelines for full details.



Contact and copyright info