Making baby CPR unforgettable: How St John Ambulance lived in the nursery to save lives

Alana King and Rowenna Prest

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Campaign details

Brand: St. John AmbulanceClient: Emma Sheppard (ST John Ambulance) & Robert Adkins (TESCO)Agency: BBH

Summary

How do you impart knowledge to people who are too afraid to learn?

Knowledge a parent needs to remember in a moment of sheer terror when their child is in danger.

Knowledge, moreover, that is complicated, technical and hard to remember.

These were the challenges we faced when trying to teach parents baby CPR- the first aid technique needed if a baby stops breathing.

By dismantling the fear with levity and ensuring the lesson was seen enough by...

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