St John's Ambulance.

We all say we’ll do a first aid course someday.

But then, we don’t.

We learn to bake bread, or moonwalk, or memorise battle dates instead.

This campaign asked us to reconsider our priorities.

Of all the things we spend time learning, shouldn’t life-saving skills come first?

Enrolments doubled. The campaign continued for 10 years.

Agency: M&C Saatchi.

Creative: Oliver Devaris, Graham Johnson. CCO: Tom MacFarlane.