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150,000 Deaths Sparks Video Campaign

150,000 Deaths Sparks Video Campaign

Published by the Yorkshire Coast Radio News Team at 6:01am 9th November 2010.


St John Ambulance has launched Popcorn - a thought-provoking interactive film campaign - highlighting that first aid can be the difference between a life lost and a life saved.

The film, set in a packed cinema, begins as a fictional advert featuring a happy family enjoying popcorn. The tone dramatically changes as one of the children starts choking and the mother, not knowing what to do, turns to the unsuspecting cinema audience for help.  

An actress disguised as an audience member, suddenly stands up and shouts that she knows what to do while running up to the front of the cinema. The woman disappears behind the screen before appearing within the advert and using first aid to save the young girl’s life. She then reappears in the cinema while the advert plays out with a message explaining how viewers can receive a free pocket first aid guide.

Screened at Cineworld Cinema in Haymarket, London, the Popcorn film

was developed in response to up to 150,000 people dying each year in situations where first aid might have given them a chance to live*.

The charity is now urging more people to equip themselves with life saving skills and to send the film to friends and family to spread the message. See www.sja.org.uk/popcorn for more details and to watch the film.

Sue Killen, CEO, St John Ambulance comments: ‘First aid saves lives but our research has found that most of us wouldn’t know what to do if confronted with a common emergency, like choking. We wanted to devise a dramatic simulation which would make people take notice of the issue, and press th

em to get life saving knowledge.  Too many lives are being lost when they could be saved, this is unacceptable and as the nation’s leading first aid charity we are determined to equip people to be the difference.’

People are encouraged to share the film with friends, family and personal contacts to help spread the word. Posts and tweets will be appearing at www.facebook.com/sja and www.twitter.com/stjohnambulance.

St John Ambulance is committed to ensuring everyone has the basic first aid knowledge that could save someone's life. To get your free pocket sized guide, just text SAVE to 82727 or visit the St John Ambulance website for more information on the campaign www.sja.org.uk/popcorn. You can also get advice on your iPhone with the St John Ambulance first aid app, available through iTunes.





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