ASA backs St John Ambulance choking ad
The shocking television ad for St John Ambulance, which shows a man choking to death, will not be investigated by the Advertising Standards Authority (ASA), despite receiving nearly 150 complaints.
The ad, created by Bartle Bogle Hegarty, ran in September and centred on the fact that up to 140,000 people die each year in situations where first aid could have saved their lives.
It features a father going through the process of being diagnosed with, being treated for, and surviving, cancer.
The character dies at the end of the ad by choking on a piece of food at a barbecue, as his daughter looks on.
A total of 144 people complained, with complaints focusing on the ad causing distress, as well as offending people with cancer, and their families.
However, the ASA said the ad was justified, given it had a post-9pm timing restriction.
The ad ended with the strapline: "First aid could help prevent up to 140,000 deaths every year. The same number that die from cancer. Be the difference. Text 'HELP' to '84025' for a free first aid guide."
Media planning and buying was handled by John Ayling & Associates.
Scott Jacobson, director of marketing, communications and fundraising at St John Ambulance, said: "We wanted this campaign to really stun people with how needless it is for anyone to die in a situation where the most basic first aid might have saved them.
"People know that cancer is a very serious illness and take steps to prevent it and look after loved ones who are stricken with it, so we hope that the tragedy of someone surviving cancer, but then dying because he needed first aid and didn’t get it, will raise awareness that a lack of first aid is just as life-threatening and will motivate people to text in for a free first aid guide."Follow @DanFareyJones
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Senior Brand Manager Seven Search and Selection Competitive plus package, East Midlands
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...