Maybe not a gory, shock tactic kind of ad, though. Imagine... A living room, faded old sofa, TV playing quietly in the background, grandfather clock ticking steadily in a corner. The fire is out, there's frost on the windows, it looks cold. Noone visible. Pan around the sofa, line of vision about level with the cushions, towards the half-open living room door, the beginning of a staircase appearing. Still no noise except the quiet burble of the TV and the clock ticking. Pan a little further around the door, line of vision dipping a little lower, and there's a figure at the foot of the stairs. On the ground, legs underneath, not moving. It's clear they're not well at all. Phone off the hook, receiver hanging down by their hand, and now you can hear a voice on the other side calling out to the figure (Control trying to get a response). Fading up over the voice, the ticking clock, until it drowns out all the other noises, the camera fixed on the unconscious figure. Cue slogan, warning about wasting resources and time or somesuch. NHS logo, fin. A bit cliched, but you get the idea. As, hopefully, would they.