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Accustomed to being the behind-the-scenes partner to first responders intent on saving lives, HURST Jaws of Life® took center stage this week with advertising industry recognition of the design and user experience of The new website earned three awards at W3, an annual international awards competition.

HURST Jaws of Life won two gold awards and one silver award for the website in three categories: Best Mobile UX; Manufacturing Company; and Visual Appeal/Aesthetics. The website launched in late 2017 to provide dealers and rescue tool end users with robust resources, time-saving features and an immersive HURST Jaws of Life experience.

“Our goal is to make sure our customers have the tools they need to save lives,” said Bruce Johnston, director of marketing and product management. “ is a different kind of tool, but equally important. Being recognized by W3 for the site’s design and mobile user experience says is giving first responders easy-to-access and easy-to-use information whether they’re in the station or at the scene. We’re proud of this new website and appreciate the advertising industry’s recognition of it.”

The W3 awards recognize outstanding digital marketing materials. Judged by the Academy of Interactive and Visual Arts, it is an invitation-only competition among a top tier of media, interactive, advertising and marketing firms. HURST Jaws of Life’s agency Wray Ward, an integrated marketing communications agency based in Charlotte, N.C., designed and built the website and submitted it for judging.

“The HURST Jaws of Life website was truly a collaborative effort, and a project where functionality and aesthetics had to align,” said Wray Ward Digital Creative Director Josh Ashton. “We wanted to streamline the overall experience so users could quickly find product information, technical specs and downloads, but we didn’t want to lose sight of the personality and history of Jaws of Life. We also wanted to highlight their commitment to innovation and customers, along with a robust editorial experience for the men and women who use their products every day. We’re incredibly proud of the results and the opportunity to work with HURST Jaws of Life and the first responder community.”