We all know we should take some time out to learn first aid skills but very few of us ever do. Whereas Fortnight Lingerie tried to entice participation by making first aid sexy, director Benito Montorio and the creative team over at BBH take their commission from St John Ambulance to much darker territory in Helpless – a PSA which highlights the heartbreaking fact that first aid could save the same number of lives as lost to cancer annually.

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