Defib Supplies, Bra Off Defib On, and Ebbsfleet FC Women’s Team have joined forces to launch the #NoBraNoBarrier campaign. Together, we are taking a stand against the stigma that prevents some women from receiving the same life saving treatment as men during cardiac arrest.

This campaign is about more than raising awareness. It is about changing perceptions, building confidence, and ensuring that in an emergency, no one is afraid to act.

The Problem We Must Address

When someone suffers a sudden cardiac arrest, their heart has stopped beating effectively. The only way to restart it is with a defibrillator. Automated External Defibrillators, or AEDs, deliver a controlled shock through electrode pads that must be placed directly onto bare skin. One pad goes on the upper right side of the chest and the other below the left armpit.

Bras, particularly sports bras and those with underwires, sit directly in the way of where these pads need to go. In some cases, the material prevents the pads from making good contact with the skin. In others, metal wiring can interfere with the electrical shock. If the pads are not placed correctly or if anything interrupts the shock, the defibrillator may not work.

For men, this is rarely an issue. Their chests are already bare. For women, the situation becomes more complex. Many bystanders do not realise that the bra must be removed completely before pads are applied. Others hesitate, unsure if it is appropriate to remove a woman’s clothing. Some fear being accused of wrongdoing, even when trying to save a life.

This hesitation has led to unnecessary deaths. That is what the #NoBraNoBarrier campaign aims to change.

The Launch of the Campaign

To bring this campaign to life, Defib Supplies teamed up with Jenny Legg, founder of Bra Off Defib On, and Ebbsfleet FC Women’s Team. Together, the three organisations delivered an impactful launch designed to educate, equip, and empower.

As part of the #NoBraNoBarrier campaign, Defib Supplies donated a brand new Progetti Rescue Sam defibrillator to the team. Progetti AEDs are trusted worldwide for their ease of use, clear voice prompts, and durable design. By supplying the team with this device, Defib Supplies ensured they were fully prepared to act if a player, coach, supporter, or member of the public collapsed on site.

Jenny Legg delivered a full in person training session to the players. Known as BODO training, the session explained why bras must be removed during defibrillation and how to do this confidently and respectfully. Jenny spoke honestly about the real life consequences of hesitation and shared powerful stories of lives that could have been saved. The players responded with enthusiasm, engaging with questions, sharing their views, and committing to help spread the word.

The session not only gave them the knowledge to act but also the confidence to become role models for change within women’s sport.

The Importance of Public Pledges

As part of the #NoBraNoBarrier campaign, members of the public are encouraged to make a pledge:

“If I suffer a cardiac arrest, I want my bra removed if it helps save my life.”

This statement may seem simple, but it carries great weight. By making this pledge, individuals give consent in advance. They remove the uncertainty for bystanders. They help shift public attitudes and make it clear that saving a life comes before saving dignity.

We know that in a real emergency there is no time to ask for permission. We must assume that someone would want their life saved. These pledges show that people understand this. They provide reassurance and validation for anyone stepping in to help.

The more pledges we gather, the stronger the message becomes. We are showing communities, workplaces, sports clubs, and policymakers that this issue matters.

Next Steps and Future Goals

This #NoBraNoBarrier collaboration is just the beginning. Defib Supplies, Bra Off Defib On, and Ebbsfleet FC Women’s Team are committed to expanding the campaign further.

We plan to deliver more BODO training to more teams, workplaces, and schools. We want to supply more defibrillators to those who need them and continue building a network of organisations that are ready to act.

We also want to change the conversation nationally. We want to ensure that everyone in the UK understands why bras must be removed before defibrillation and feels confident doing so. We want women to know that their lives matter just as much and that it is safe to trust the people around them to do the right thing.

How You Can Get Involved

You do not have to be a sports team or a medical professional to support this campaign. You can make a difference by:

• Making your pledge

• Encouraging your workplace, school, or team to book defibrillator training

• Sharing the campaign on social media

• Speaking openly about this issue with others

• Making sure your local defibrillator is registered and accessible

Together, we can break down the stigma. We can empower more people to act. And most importantly, we can save more lives.