For some, billboards are little more than annoying eyesores. For Alec Keep, they're lifesavers.
Alec Keep credits this dramatic poster for the fact he is still alive today.
The 66-year-old chauffeur from Potton in Bedfordshire, was driving home when he spotted the British Heart Foundation poster and noted its dramatic imagery.
A few weeks later when he started getting chest pain the image started to flash into his mind.
"I got in the door and this pain shot across my chest," he said.
"I sat down and was just going to wait for it to go away.
"Then I remembered that poster with the man with the belt around his chest saying: 'If you have chest pain dial 999'.