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Bartle Bogle Hegarty has created a hard-hitting integrated campaign for St John Ambulance that highlights the importance of first aid.

The campaign demonstrates that as many people die in situations where first aid could have saved their lives as die from cancer. It encourages more people to learn first aid.

Central to the campaign is a film that aired on ITV on 16 September during Downton Abbey. It follows the journey of a man who is diagnosed with cancer, undergoes treatment and survives only to die after choking at a family gathering because no-one knew the basic first aid that could have saved his life.