New interactive ad campaign from St John Ambulance

St John Ambulance has today launched a heart-wrenching campaign, titled Save The Boy, that aims to encourage people to learn basic first aid, as while there may be thousands of SJA volunteers in the UK, they can’t always be there when an emergency occurs…

St John Ambulance has today launched a heart-wrenching campaign, titled Save The Boy, that aims to encourage people to learn basic first aid, as while there may be thousands of SJA volunteers in the UK, they can’t always be there when an emergency occurs…

The campaign begins with an ad, shown above, directed by Dougal Wilson, which shows a child badly injuring himself by falling from a tree, with his father powerless to do anything to help him due to his lack of basic first aid skills. The spot is then supported by an interactive web experience, found online at sja.org.uk/savetheboy, where users can aid the father in helping his son, and learn some useful first aid information themselves along the way.

Wilson became involved with the campaign following a traumatic experience of his own. “When I was asked to get involved in this campaign I was already committed to another project but it proved hard for me to turn down,” he says. “I had an experience myself where someone needed my help and I didn’t know first aid, and I will always feel that I could have done more. By putting other people in this position through the film, and then teaching them how to save the boy with the online interactive experience, we hope to avoid anyone having that feeling of helplessness in real life. First aid is so simple to learn and I hope this encourages more people to be the difference between life and death.”

Credits:
Agency: BBH
Creative directors:
Matt Doman, Ian Heartfield
Creatives:
Rob Ellis, Alex Ball
Production company: Blink
Director: Dougal Wilson

 

More from CR

Diana Beltran Herrera’s amazing paper art

It’s amazing what some people can do with just a few sheets of paper and a pair of scissors – such as Colombian artist Diana Beltran Herrera, who has spent the last few months making hundreds of beautiful and remarkably lifelike birds.

Final, and funniest, Heineken Dropped instalment released

Over the last three months Heineken has been releasing its Dropped campaign online, which has seen a series of intrepid travellers thrown into unexpected situations and required to complete a series of challenges. The final instalment launches online today, and proves to be the most amusing of all…

Winners of the Tomorrow Awards announced

There are a lot of award shows in advertising, and it’s easy to feel fatigued. But before you turn away, the Tomorrow Awards actually offers something different from the usual awards fest, by showcasing work that is genuinely pushing the boundaries of the industry. Click through to see the five winners this year.

Nigeria Monarchs

George Osodi’s series of portraits of Nigerian monarchs is set to be exhibited at The Bermondsey Project in London in October

Artworker

NAO (National Audit Office)