The campaign, created by BBH, has been designed to emphasise the importance of first aid skills as the difference between a life lost and a life saved. Media has been handled by agency John Ayling & Associates. Golin Harris and Webcredibles are also involved in campaign activation.
The centrepiece of the charity’s first major campaign is a set of five photographs from internationally acclaimed photographer, Nadav Kander. The images illustrate five common situations in which people often die needlessly when first aid cover have given them a chance to live.
The ads will be appearing from today in national newspapers and in London Underground stations for a period of two weeks. The advertising campaign is accompanied by a PR and social media programme supported by former BBC journalist and Strictly Come Dancing star, John Sergeant.
Scott Jacobson, director of marketing, communications and fundraising, St John Ambulance, says: “No one should die needlessly because they needed first aid and didn’t get it. St John Ambulance teaches people first aid so they’re equipped to be the difference between lives lost and lives saved. We’ve launched this campaign because we need people to realise that this is what first aid does and that we need their support to get this life saving information to more people.”
The ads are also backed by a first aid iPhone app that gives potentially life saving advice.