Often spotted at major events providing first-aid support to anyone who feels feint or cuts their hand, but St John Ambulance would not be most people's pick for an organisation at the cutting edge of technology, writes David Callaghan.
In a radical departure from its cosy traditional image, St John has made downloadable first-aid tips in audio format available for owners of iPods and MP3 players.
After the London bombings, the charity received a 25% increase in calls from members of the public who wanted to take first-aid courses. Many of the inquiries were from people who had wanted to help the injured, but were not confident enough to administer first aid.
The "iFirstAid" files, which are also compatible with mobile phones, offer advice on the first steps to take at the scene of an accident. You can find out how to treat burns, cuts and bleeding, shock and fractures, and how to put someone in the recovery position.
Another area of advice is how to administer "rescue breaths", the procedure previously known as mouth-to-mouth resuscitation. (The change was made to bring the UK into line with other countries such as the US where it is called "rescue breathing").
Andrew New, senior training officer at St John, said the beauty of the downloads was their portable nature. "People rely on St John first-aiders at football matches, concerts and public events, and this service offers them the chance to effectively take a first aider with them - on public transport, on holiday, or anywhere they take their MP3 player," he explained.
Today's launch by St John also reflects a wider trend. Research published today by the not-for-profit thinktank nfpSynergy found that many charities are now embracing the internet in all their activities, especially in fundraising. One in three large charities say their trustees are involved in their internet strategy which compares with only one in 10 five years ago.
* David Callaghan is news editor of SocietyGuardian.co.uk
