Campaigning for better CPR awareness

Work / NHS / Save A Life Cymru


Golley Slater commissioned us to produce and create content across this campaign, including bilingual TV commercials, radio commercials, social adverts and supporting photography.


The campaign comes as data reveals that every year in Wales more than 6,000 people will have a sudden cardiac arrest and around 80% of those will happen in the home. New data shows that almost one in four of us (24%) have witnessed someone collapse and possibly need bystander CPR.

Yet, less than half of adults in Wales are confident in performing CPR: however, when people understand that on calling 999, the call taker will talk you through CPR and direct you to the nearest registered defibrillator, 73% of adults said that they would feel more confident to intervene.

Survival rates fall by 10% every minute without CPR or by using a defibrillator, can improve a person’s chance of survival.

Welsh TV Commercial


"The team over at JonesMillbank built a fun, creative relationship with us from the off which made treatments of scripts and finding inventive solutions enjoyable and painless. Being so well organised on shoot days and so accommodating in post-production kept the atmosphere upbeat throughout the process and made all the difference in bringing our ideas to life, exactly as we imagined them. Real patience, craft and willingness from start to finish!"


999 Social

Defibrillator Social

Paramedic Social

Photography still from NHS
Photography still from NHS

Radio commercials

Matthew Gravelle was commissioned for all voiceover work, as well as the campaign's accompanying radio adverts.


Video courtesy of Golley Slater

Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS
Video production still from NHS

Related projects

Video production still from University of Winchester
#897 - University of Winchester

Find Your Tribe

Creating a TVC and social content to promote student accommodation and on-campus life during University closure.

Video production still from Original Cottages
#630 - Original Cottages

First Moments

We shot a TVC nine days after commission including incidental and dedicated stills for digital, print and OOH advertising.

Video production still from NHS
#412 - NHS

Patient Explainers

We produced a series of films to better inform patients, provide clear and engaging pre-op information and reduce consultant load.