St John Ambulance shows value of first aid

St John Ambulance has launched a TV ad campaign that aims to shock viewers with the message that first aid should be taken as seriously as cancer.

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It shows that as many people die in situations where first aid could have helped saved their lives, as die from cancer each year.

The campaign, created by BBH, is designed to increasethe take up of basic first aid training.

The ad shows a man diagnosed with cancer who undergoes treatment and survives the disease but goes on to die from choking at a family party because no one knows first aid.

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