St John Ambulance’s BrandIndex scores improve following UK vaccination drive

YouGov
February 01, 2021, 4:40 PM UTC

CharityIndex Metrics for St John Ambulance soar amidst vaccination support

St John Ambulance – whose volunteers have been working to support the NHS throughout the COVID-19 pandemic – is helping the NHS deliver its mass vaccination programme.

The charity, which aims to recruit and train more than 300,000 volunteers across England to administer injections and support people throughout the vaccination process, has been inundated with applications from people seeking to help out.

YouGov CharityIndex, which tracks public perception of UK charities every day, suggests that support offered to the NHS by St John Ambulance has helped create positive noise around the brand. The charity’s Buzz score - which measures whether respondents have heard something positive or negative about a charitable organisation in the last two weeks – has risen from 3.2 on November 1st to 8.4 as of January 26th (+5.2).

With the government claiming the vaccination push is on track to meet the targeted 15 million mark by mid-February, the early success of the campaign in January may explain why St John Ambulance experienced its sharpest increase in Buzz scores this month, rising +3.7points from January 1st through to the 26th.

St John Ambulance’s early success in helping to speed up the vaccination process has also seen more Brits talking about the brand. The charity’s Word of Mouth score – which measures whether respondents have talked about the charitable organisation with friends or family over the past two weeks – has also risen among Brits: increasing by 2.8 points from 0.4 to 3.2 over the same period.

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