This campaign from St John Ambulance, a charity organization in U.K. dedicated to teaching people first aid so that everyone might be equipped with the knowledge to save a life, uses the images of fake dead persons. The emotively descriptive copy indicates that had someone associated with them known first aid, their life would have been saved.
As part of the campaign St John Ambulance has created an iPhone App that gives potentially life-saving advice.
CREDITS
Agency: BBH
Creative directors: Alex Grieves and Adrian Rossi
creatives: Victoria Daltry and Will Bingham.
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