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St. John's Ambulance 'Helpless'

Award: Wood Pencil

Wood Pencil / Film Advertising Crafts / Direction for Film Advertising / 2013

This powerful St John Ambulance advert, directed by Benito Montorio, tells the viewers a distressing story of a cancer survivor who dies as a result of choking, with the aim of highlighting the fact that first aid could prevent up to 140,000 deaths each year – the same number of people that die of cancer – and demonstrating that basic first aid techniques can be the difference between life and death. The song is the piano/vocal version of ‘I’m In Here’ by Sia.

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