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Dead paramedic, firefighter, star in CPR ads

Dead paramedic, firefighter, star in CPR ads

Remember how upset people got when Canadian running shoe company Pearl Izumi ran an ad with a flippant reference to a dead dog?

Just wait until they see these ads with dead first responders:

Heart and Stroke Foundation of Canada: Dead paramedic, firefighter, star in CPR ads

Heart and Stroke Foundation of Canada: Dead paramedic, firefighter, star in CPR ads

This campaign for the Heart and Stroke Foundation of Canada was created by Toronto’s Agency59.

I get the concept, in theory. But the emotional impact is all wrong. I’m just not sure that showing a dead paramedic or firefighter is an image that is going to get a positive response. Not just because scare advertising is passé in social advertising circles, but because the people who risk their lives to save others are the closest thing we have to saints in the modern, secular world. (Symbolically speaking.) It just seems wrong to exploit our post-9/11 reverence of them, even for a good cause.

Advertiser:
Heart and Stroke Foundation of Canada
Agency:
Agency59, Toronto
Source:
Toronto Egotist

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more