ESN tender

After the UK government invited telecommunications companies to tender for the Emergency Services Network (ESN), delivering over £2.25bn in revenue to the successful provider, O2 approached fst to create a marketing and communications strategy to support the ESN bid.

One of fst’s key insights was that O2 should demonstrate its commitment to the emergency services through its actions. To do this, fst and O2 negotiated partnerships with four volunteer organisations: The National Search and Rescue Dog Association (NSARDA), Community First Responders (CFRs), the Nationwide Association of Blood Bikes (NABB) and Lowland Rescue (ALSAR).

A bespoke communications programme was created for each organisation based on their needs. This activity helped to increase awareness of their life-saving work and to support O2’s ESN Public Sector bid, whilst delivering invaluable insight to enhance the effectiveness of O2’s technology, network and customer service.

On top of this, O2’s successful Blood Bike Awareness Day led to over 300 volunteer enquiries in the first 48 hours – more applications than the NABB typically receives in the average year.


To capture and share the inspirational work that the NSARDA volunteers do is really special.