Case Studies:

St John Ambulance

  • Health

March 2020 - Current

After coming on board to give initial crisis support at the start of the coronavirus pandemic, we continue to provide strategic advice to the Chief of Staff and surge support to policy and public affairs delivery.


  • Across 3 weeks Principle co-ordinated St John Ambulance’s successful ask to Government for funds to continue their life-saving work during the pandemic.
  • Principle headed up a successful public affairs strategy to make the political case for an ambulance auxiliary to the NHS – the NHS ambulance auxiliary was launched August 2022.

“Over the last 18 months, the team at Principle Consulting has been an invaluable and integral part of the wider St John communications function. Their commitment to deeply embedding with charity clients like ourselves to immerse themselves in our mission and key stakeholder relationships means that they maximise their impact.

Their social enterprise model delivers exceptional value for money because it comes with high quality advice. Principle have helped us develop new relationships across all levels of government from a near standing start, expertly enabling our strategy for securing support from the government to allow us to keep continue operating our volunteer-led healthcare support at the levels demanded during the first wave of Covid. They now continue to build on these foundations with the type of critical challenge and support that only the best policy strategists provide. I consider the call to bring Becky and her team on board in March last year as one of my very best decisions as a leader.”

James Radford, Director of Strategy & Communications, St John Ambulance, July 2021

Photo credit: St John Ambulance

parliamentary-event-st-john-ambulance-volunteers-and-staff - St Johns

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Principle Consulting (trading name) is the same company as Principle Affairs Ltd, company number 05467588 (full details available on Companies House).

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