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SJA & BBH combine to save the boy

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A hard-hitting advert urging people to learn first aid has been released by St John Ambulance.

The emotive ‘Save the boy’ first aid advert shows a mother looking out into the garden through the kitchen window to see father and son kicking a ball around. When the father takes a phone call, the boy climbs a tree but a branch breaks and he falls to the ground, leaving his dad helpless and screaming for assistance.

The advert asks viewers to find out how to save the boy and encourages people to learn basic first aid skills.

The advert was created by Douglas Wilson, who has made some of TV’s most iconic commercials including the John Lewis Christmas adverts. He took on the project for St John Ambulance after having experienced a situation where he did not have the first aid skills he needed.

The campaign website can be viewed here.

Agency: BBH
Creative directors: Matt Doman, Ian Heartfield
Creatives: Rob Ellis, Alex Ball
Production company: Blink
Director: Dougal Wilson

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