Client: St.John Ambulance
St. John Ambulance appealed to viewers' sensitive side with their campaign entitled "The Difference." The company, in an effort to promote the knowledge of first aid amongst adults, used a photo of a dead child and a fake obituary, incorporating shock value in insisting that the fictional child would have survived choking on a grape, if only Dad had known first aid. "But Dad didn't know," reads the last line in the obituary effectively leaving the viewer with an unsettling feeling that pushes him or her to learn proper safety procedures.
(page 37 in Goodvertising)