Award winning campaign
St John Ambulance has won a Chartered Institute of Public
Relations (CIPR) Excellence Award for best broadcast campaign.
The judges said Helpless, which has so far saved at
least four lives, was impressive and
showed a brilliant understanding of what broadcasters were looking
The campaign has also won advertising awards, such as the
industry Oscar, a Gold Arrow, and is currently shortlisted for a
Marketing Society Award for Excellence in the not-for-profit
The Helpless TV advert which first aired during ITV1's
Downton Abbey on 16 September 2012 highlights that up to
140,000 people die each year in situations where
first aid could have saved their lives – as many as die from
The hard hitting film 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 knew the basic first aid that could have saved his
By learning first aid more people can be the difference
between a life lost and a life saved.
Our Helpless page provides links to:
Since the launch of the campaign
- there have been nearly 15 million TV views of
- over 20,000 people have requested a free
pocket first aid guide
- and over 30,000 people have downloaded the
charity's free first aid app.
Sue Killen, St John Ambulance Chief Executive, said: ‘The
results of the campaign are very encouraging and
show that our message is being taken seriously.
The response has been overwhelmingly positive and we’re delighted
that it’s had the desired effect of equipping more people with
basic first aid knowledge.’