With limited budgets, St John Ambulance needed to generate work that would be amplified by media conversation to ensure the necessary reach.

The film was built around the statistic that first aid could help prevent up to 140,000 deaths every year. The same number of people that die from cancer.

Following a young father's fight with cancer, the film shows his diagnosis, early on-set and difficult recovery. Once in remission, he then tragically dies from choking on a burger at a BBQ because none of the guests know the first aid needed to be the difference between life and death.

Everything hinged on being able to find somebody who was able to realistically portray a man dying from cancer…no small feat considering he would have to shave his head and go on an extensive weight loss programme in a very short amount of time. If the actor was unable to deliver, we knew that not only would the ad be ineffective, but there was a real risk of backlash from the general public. After a long exhausting search we took one look at Anton’s audition and knew that he was the only person for the job.