Work / Jaws of Life

Built to
extend lives.


For the HURST Jaws of Life (Jaws of Life) brand, differentiating themselves from a host of competing rescue tools was far more than a marketing challenge—it was a matter of life and death. To reach rescue teams and provide them with the information they needed in the most effective way possible, Jaws of Life turned to Wray Ward.

Digital Design & Development

A new website, responsive on all devices, made technical data, bid spec information and action videos available to our key targets, making it easier for them to share and incorporate tool information in their bidding process.

Online Advertising

A series of digital banner ads, e-blasts and mailers were created and employed to engage top fire chiefs and personnel, inviting them to test the complete product line.

Print Advertising

We also created a series of print ads targeting rescue tool dealers and distributors as well as fire departments, rescue teams, the military, and federal agencies involved with specifying and purchasing them. The Heartbeat campaign promoted Jaws of Life as not only the industry pioneer, but the industry leader in innovation.

A magazine ad for Hurst Jaws of Life

Content Marketing

A wildly successful social media campaign allowed us to interact directly with first responders who use Jaws of Life tools and to share their stories, experiences and pictures. We also created unique content such as interviews with editors and reporters from key trade publications, sweepstakes and product information.

Brand Engagement

We developed a Jaws of Life trade show booth theme and design for the industry’s largest conference in the world, FDIC International, which attracts more than 32,000 attendees.


Numerous extensive contracts have been secured since the campaign began, and Jaws of Life continues to be the leader in rescue tools. In addition, brand recall numbers, social media engagement and video interaction continue to increase year after year.

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