Hard-hitting new campaign highlights the
importance of first aid
St John Ambulance has launched a new
campaign, Helpless, including a new TV advert, which
highlights that up to 140,000 people die each year in
situations where first aid could have helped save their lives - as
many as die from cancer.
The film, which first aired during ITV1's
Downton Abbey on Sunday 16 September, follows the journey of a man
who is diagnosed with cancer, undergoes treatment, and survives
only to die as a result of choking at a family gathering
because no one knows the basic first aid that could have
saved his life.
Research reveals ignorance about lack of first
The campaign comes on the back of new research
from St John Ambulance showing that over four times as many
of us think more people die from cancer than a lack of first
aid – when there is compelling evidence to take both
The main reasons people do not learn first aid
are because they think it is too time consuming or it is simply not
a priority for them. 41% admit that it would take something
as severe as the death of a loved one to make them
learn first aid.
No need to feel helpless
Sue Killen, St John Ambulance Chief Executive,
said: ‘Cancer is a serious disease, which kills tens of thousands
of people each year. When a loved one has cancer, although we do
all we can to support them, over three-quarters of people are
consumed by a feeling of helplessness.
‘In situations where first aid could help save
a life we don't have to feel helpless, because
learning life saving skills is so simple. That's why it's so
concerning that fewer than 1 in 5 of us knows even basic
first aid. This has got to change if we are to stop up to
140,000 lives from being needlessly lost each year.
'Our message is that first aid is simple to
learn – just apply online
for a free pocket guide so you can be the
difference between a life lost and a life
To see the film visit the Helpless section of the website. You can also
get the guide online.