St. John Ambulance Hits the Pool for Its Latest Shocking First-Aid PSA

Helpless once again

St. John Ambulance, the first-aid teaching and awareness organization, has put together some incredible, horrifying PSAs through the years.

We've covered many of BBH London's ads for the group. Last year, the agency won a silver Film Lion at Cannes for "Helpless," a two-minute film based around the statistic that first aid could prevent 140,000 deaths a year—the same number who die from cancer. BBH followed that up with the heartbreaking "Save the Boy" spot last fall.

Now, here's a new spot—for St. John Ambulance in Australia. Created by The Brand Agency in Perth, it's equally heart-wrenching and difficult to watch. And effective, at least in my case. After watching this, I found myself searching the Internet for local first aid courses.

Warning: The video below may be upsetting.