West Midlands Ambulance Services embarked on a major PR and awareness campaign to promote the effectiveness of defibrillators (AEDs) as life-savers with sports clubs, to help people’s survival chances following a cardiac arrest. They felt that a compelling film telling the real story would enhance acceptance and adoption amongst its target audience. Shot on location in docu-drama style, we chose the real life story of Ian Hough, who suffered a cardiac arrest at his rowing club’s annual regatta whilst in the middle of rowing a race. With a defibrillator readily available on the premises, Ian’s life was saved. The powerful film had real impact, and uptake of defibrillators in sportsclubs has increased by 39% to date as a direct result.