St John Ambulance shocks with heart attack ads

St John Ambulance has brought out a shocking radio ad campaign to encourage listeners to learn first aid.

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St John Ambulance: radio ads urge listeners to learn first aid
St John Ambulance: radio ads urge listeners to learn first aid

Two radio ads, created by BBH, feature voiceover artists recording an ad, before dramatically collapsing from a heart attack.

In one, a voiceover artist is recording an ad for a carpet company before falling to the floor, leaving his colleague rushing to him calling for help.

In the other ad, a voiceover asks viewers if they would know what to do if someone they were with had a heart attack.

It then directs listeners to the St John Ambulance website to get free first aid advice and a pocket guidebook.

Matt Doman and Ian Heartfield were the creative team behind the ad, alongside team director Paisley Wright.

Scott Jacobson, director of marketing, communications and fundraising at St John Ambulance, said: "Every year, up to 150,000 people die in situations where first aid could have been the difference. Listening to these adverts reminds people that emergencies can happen at any time, in any place. We hope they encourage people to equip themselves with free life-saving knowledge."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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