05 Nov 10

Making a Difference – St John Ambulance and ‘Popcorn’

by Jade McKerracher, Trainee Planner/Buyer

St John Ambulance have released a dramatic and attention-grabbing film to highlight the difference that first aid can make to saving lives. The film, entitled ‘Popcorn’, was filmed in association with Digital Cinema Media at the Cineworld Haymarket in London’s West End.

Produced by Bartle Bogle Hegarty (BBH) and filmed in a real cinema, the film shows a young girl choking on popcorn whilst her family, not knowing what to do, panic and turn to the camera pleading for someone to help. At this point a member of the cinema audience stands up and runs round to the back of the screen, appears in the ad and uses first aid to save the girl’s life. The ad finishes with a call to action inviting viewers to text a number for a free first aid guide.

This is a great example of how powerful engagement can be and the strengths of using cinema to capture an audience. The ad demonstrates excellent media selection and execution - having a captive cinema audience with no distractions is exactly the kind of environment required for a campaign like this to have greatest impact. The added benefit of filming in a real cinema makes the campaign easier to relate to.

Overall, ‘Popcorn’ is a powerful example of the hold that cinema can have over an audience and the potential for engagement offered by the big screen. Maybe it will give us a little extra nudge to take that first aid course we’ve always thought about doing... 

http://www.youtube.com/watch?v=YiJjkNN3z5M&feature=player_embedded#!