St John Ambulance is a leading first aid charity in the UK, teaching people about giving first aid in order to prevent needless life loss. St John Ambulance wants to make a difference, to teach people how to be of help in order to save a life, rather than witness a death. In order to attract attention to all the lives that are needlessly lost because someone is unable to provide first aid, St John Ambulance launched a emotional and powerful ad campaign, which highlights the importance of first aid.
St John Ambulance Campaigns for First Aid
The campaign was launched with a video titled Save the boy, directed by Dougal Wilson. A little boy is shown falling from a tree, badly injuring himself. His father is helpless, as he doesn’t know to offer first aid and watches his son die under his eyes. A simple concept, which is at the same time heart-wrenching. The spot is supported by an interactive online experience, where users can help the father save his son while also learning a few first aid basics.
Another heart-wrenching and powerful ad created by St John Ambulance follows the story of a cancer patient. His struggle with the illness, his fight, his win against it, only to die from a silly accident at a barbecue, where no one was able to provide first aid.
The purpose of the campaign was to emphasize how important first aid is, as it can be the difference between life and death. According to St John Ambulance, each year 140,000 people die due to lack of first aid, the same number as people who lose the fight with cancer.
Dougal Wilson, the director of the ads says” By putting other people in this position through the film, and then teaching them how to save the boy with the online interactive experience, we hope to avoid anyone having that feeling of helplessness in real life. First aid is so simple to learn and I hope this encourages more people to be the difference between life and death.”
What do you think of St John Ambulance’ campaign? Do you know how to provide first aid?
References: sja.org.uk, creativereview.com, adweek.com, adage.com
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