The first aid charity has been contacting agencies directly about the project, to create films to show on big screens at football stadiums during half time. It is understood that two or three agencies will be selected to pitch.
The process does not affect St John Ambulance's relationship with Bartle Bogle Hegarty, which has handled the charity’s advertising since 2008, when it was appointed without a pitch.
Bartle Bogle Hegarty’s most recent TV campaign for St John Ambulance was called "save the boy" and showed a father struggling to save his son.
St John Ambulance did not respond to requests for comment.