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If you were perturbed by Persil's use of prison inmates in its "dirt is good" campaign, then the Polish Red Cross' new campaign will really mess with your morals.

The humanitarian organisation has created a film documenting the efforts of convicted murderers in two Warsaw prisons as they earn a Red Cross first-aid certificate and asks: "Is it easier to take a life, or to save one?" As a piece of film encouraging people to learn first aid, it feels like it’s using a sledgehammer to crack a walnut, but there’s no denying the evocative messaging. And it would be a lot easier to condemn if the cons were helping to sell soap.