St John Ambulance presents The Difference

St John Ambulance in the UK is running an integrated advertising campaign encouraging members of the public to learn first aid. Five tragic stories are presented, those of Abigail, Samuel, Tony, Keiko, Gary. Each shows the subject with eyes closed, text telling the story of a medical emergency that became fatal only because no one knew what to do. Every year, nearly 150,000 people die in situations where first aid could have given them a chance to live. The campaign revolves around “The Difference“, raising levels of knowledge and skill, and raising financial support for the organisation. The print series won a Gold Press Lion at Cannes International Advertising Festival.

St John Ambulance Gary

St John Ambulance Abigail

St John Ambulance Samuel

St John Ambulance Keiko

St John Ambulance Tony


The campaign was developed at BBH London, by creative director/copywriter Alex Grieve, creative director/art director Adrian Rossi, copywriter Will Bingham, art director Victoria Daltrey, account manager Louise Addley, account supervisor Ann-Marie Costelloe, art buyer Sarah Pascoe, photographer Nadav Kander and typographer Rich Kennedy.