St John Ambulance, Bartle Bogle Hegarty

Sami Shah is boning up on his Heimlich technique after seeing this St John Ambulance ad: "If any work of fiction can persuade parents to learn first aid (and keep a closer eye on their kids), this traumatic spot with a bitter twist is it." It was created by Rob Ellis and Alex Ball, and directed by Dougal Wilson through Blink.

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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