BBH commissioned Nadav Kander to create the photographs for this new campaign for St John Ambulance, the charity’s first major campaign for 15 years.
The campaign emphasises the importance of everyone attaining basic first aid skills, by citing examples where they could save a life. The portraits show the faces of individuals that initially look to be sleeping. In fact, the text explains that each person has died in a situation where first aid could have saved them: the text next to the image explains what happened.
As part of the campaign, St John Ambulance has created an iPhone App that gives potentially life-saving advice. A free pocket-sized guide featuring first aid skills can also be downloaded from sja.org.uk.
Creative directors: Alex Grieves, Adrian Rossi
Creatives: Victoria Daltry, Will Bingham
Photographer: Nadav Kandar
Designer: Rich Kennedy
Typographer: Dave Wakefield