3. Helpless
St John AmbulanceThis harrowing advert takes a somewhat roundabout way to encourage people to learn first aid. The message is that first aid could prevent up to 140,000 deaths a year the same number that die each from cancer in the UK. The campaign proved to be a great success in raising awareness with record traffic recorded at St John Ambulances website, thousands of viewers requesting free first aid pocket guides and extensive national coverage. The film follows a mans painful journey from cancer diagnosis, through the despair of treatment to ultimate recovery all the while supported by his loving wife and daughter. The moving montage, solemnly soundtracked by Australian singer-songwriter Sia, is capped off by a celebratory barbecue. But when a chunk of his beef burger (perhaps laced with horse) goes down the wrong way his friends lack of first aid training robs him of his happy ending. https://www.youtube.com/watch?v=sC7zfgCXQFs