The ads have been created to increase awareness of the symptoms of heart attacks. They will run on London radio stations and on poster sites on the Underground.
This is the latest piece of business that Soul has won from the GLA since winning a place on its roster alongside BMP DDB and Euro RSCG Wnek Gosper last year. Last June, Soul spearheaded a campaign to reduce the amount of litter dropped in London streets and it has produced campaigns to keep Wembley and to persuade anti-capitalism demonstrators at marches not to resort to violent behaviour.
Saving Londoners' Lives is part of a programme developed by a partnership between the mayor of London, the NHS, the voluntary sector and the London Ambulance Service to promote the health of Londoners.
This campaign supplements the first stage, which reacted to the high incidence of heart attacks in the Bangladeshi community by training Tower Hamlets' Bangladeshi community in emergency skills.