Sunday, 7 October 2012


For the past few months I have been exploring the ways in which brands use shock tactics to raise awareness and looking at how effective they are. This short film 'Helpless' is the definition of an extremely effective use of shock tactics. Telling the story of a man who's diagnosed with cancer, undergoes treatment, and lives, only to choke to death at a family gathering because no one knows basic first aid that could save his life. The campaign was developed after a recent study by St John's Ambulance discovered that over four times as many of us think more people die from cancer than a lack of first aid. St John Ambulance is now appealing to people to obtain a free pocket-sized guide featuring first aid skills that can help in the five life-threatening situations by texting HELP to 80039. The execution of the idea has been handled with such sensitivity whilst getting across the hard hitting statistic that 140,000 people a year die in situations where first aid could have helped. A very impressive approach to an issue that many people dont consider.

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