St John Ambulance decided to act after discovering that up to 140,000 people in England and Wales die each year when first aid could have saved their lives – the same number as those who pass away from cancer.
The first-aid charity wanted to devise a campaign that would effectively engage the public, overcome apathy and encourage more people to learn first-aid skills.
The mainstay of the campaign was a hard-hitting film featuring a man in remission from cancer who dies after choking at a celebratory barbecue. The film was premiered on TV during the first episode of the new series of Downton Abbey, ensuring maximum viewing figures.
Supporting case studies were also created and the charity gave first-aid demonstrations live on BBC Breakfast and Sky News.
At least four lives have been saved as a result of the campaign, and 57,000 people now have the free, specially created first-aid app.
"This was a powerful idea, executed with impact and beautifully integrated across channels – and had a significant impact"
Hilary Cross Director of external affairs, Macmillan Cancer Support