A trio of young Good Samaritans aided a pensioner during an anguishing 53-minute wait for an ambulance.
Jessica Rutland, 24, stepped in as the man, in his 70s, laid slumped on the pavement bleeding from his head.
Passing dog walkers Josh Wolfe, 19, and Courtney Howard, 20, brought baby wipes and towels in an improvised attempt to treat his wound.
Jessica said: “I rang the ambulance four times. The team on the phone said I had to wait.
“The service should be faster than that. It’s shocking. What if it was your dad, your grandad?”
The man fell over in Lord Street, Grimsby on Monday evening and cracked open his head.
Jessica rang for an ambulance at 4.49pm, but it not arrive on scene until 53 minutes later.
The 999 call came on a busy day for East Midlands Ambulance Service, with ambulances responding to 430 other incidents.
Jessica said the scene was “heartbreaking” to witness: “He was cold, shaking.
“He’s got no one in the world. No friends, No family.”
The trio chatted to the man about his life in a bid to keep him conscious until the ambulance finally arrived at 5.53pm.
“We saw someone on the floor. It was natural instincts to step in,” said Josh.
“Hopefully if we were in that situation, someone would help us as well.”
Ambulance operations manager for Lincolnshire Brian Jaffrey said: “We are sorry that on this occasion we could not reach this patient sooner and apologise for the distress that this may have caused to the patient and those at the scene.
“We will always prioritise patients with urgent or immediately life-threatening conditions and this can sometimes mean patients with less serious conditions must wait longer.
“At the time of this call our service was extremely busy, with our crews already dealing with life threatening emergencies in the area, including, a patient who had stopped breathing and a patient who was having a stroke.
“To help us to investigate further, we would ask the patient to contact our Patient Advice and Liaison Service.”
During busy periods, ambulances who are not experiencing life-threatening emergencies are told an ambulance will arrive within 60 minutes.
The good Samaritans exchanged Snapchat details in the aftermath of the incident, and are planning a Costa meet-up.