Making baby CPR unforgettable: How st John Ambulance and Tesco put first aid in parents' hands

This case study shows how St John Ambulance, a first aid charity, created a series of educational yet humorous ads to teach parents across the UK about baby CPR.

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.

That's the challenge St John Ambulance, the UK's leading first aid charity, faces when teaching parents first aid. We found that the emergency parents most fear is their child stopping breathing (74%). But only 25% of parents said they would know what to do if the worst happened.1

We set out to close this gap between intent and...

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