St John: First aid can be the difference

This St John Ambulance advert follows the journey of a man diagnosed with cancer who undergoes treatment and survives only to die as a result of choking because no one knows the basic first aid that could have saved his life.

First aid can be the difference between life and death. Up to 140,000 people die each year in situations where first aid could have helped save their lives. This is as many as die from cancer.

SHARE 'Helpless' on www.facebook.com/SJA and www.twitter.com/stjohnambulance #Helpless

BE THE DIFFERENCE between life and death. Visit http://www.sja.org.uk/helpless or text HELP to 84025 for a free pocket first aid guide.

Client: St John Ambulance

Advertising Agency: BBH, London, UK

Creative Directors: Matt Doman, Ian Heartfield / Copywriter: Dan Morris
Art Director: Charlene Chandrasekaran / Agency Producer: Matthew Towell
Director: Benito Montorio / Production Company: Blink Productions