St John Ambulance: Helpless35

With the following campaign St Johns Ambulance wanted to show people the importance of first aid. Many people do not know what to do when somebody is in danger. With a simple action you can save a life. The interactive campaign was held in cinemas and thi

This ad is aimed at people who don't have first aid training, and shows how helpless this can make you feel. It is a highly emotional depiction of a parent's protective instincts for her child. It's confronting, but not as confronting as the thought that