New animated St John Ambulance advert – featuring characters voiced by David Walliams, David Mitchell, Johnny Vegas, and Sir John Hurt – demonstrates how to save a choking baby
St John Ambulance has revealed today that four-fifths of parents (79%) wouldn’t know the correct technique for saving their baby from choking despite it being a major fear (58%) and 40% having witnessed it.
Responding to these concerns, the nation’s leading first aid charity has launched its new campaign, which includes a star-studded animated advert that teaches everyone what to do if a baby starts to choke. The film features the voices of David Walliams, David Mitchell, Johnny Vegas, and Sir John Hurt, who play several choking hazards who are fed up with babies choking on them.
The advert will be shown on television over the next three months and St John Ambulance is asking people to share the film online widely with their friends and family so that as many people as possible can learn to save a life.
The research also showed that:
• 53% of parents said knowing first aid would help them feel better prepared and less scared
• Of those who said they knew how to save a choking baby, only 29% knew the correct, recommended technique. Nearly three quarters of parents (71%) selected the wrong answer when given multiple choice options.
• 39% of parents think choking is the most important first aid skill to have as a parent
• Of the parents who’d witnessed their baby choke, 77% said their baby choked on food, 14% on vomit, and 9% on toys. Other causes included coins, mucus/phlegm, marbles, and pen lids
St John Ambulance CEO, Sue Killen, said:
‘Knowing what to do in an emergency can be the difference between life and death, especially with something like choking. We all know how time pressed parents are so this film makes it as easy as possible to learn first aid – in less than 40 seconds we can all know a skill that could save a life. We hope people watch and share the video with their friends and family so more people have the confidence to act in an emergency.’
In addition to the film, St John Ambulance has released new resources on its website to teach people life saving first aid skills.
In the advert, David Walliams, David Mitchell, Johnny Vegas and Sir John Hurt take on the character of objects that could potentially choke babies – a small Princess toy, a pen lid, a jelly baby and a peanut. They’ve joined together because they’ve had enough and want to show how easy it is to save a choking baby’s life.
The film starts with David Mitchell, as a chewed up pen lid, asking for the audience’s attention. A jelly baby – Johnny Vegas – then explains that they’re all fed up of babies choking on innocent objects like them.
Walliams’ lofty Princess character demonstrates the correct technique – up to five back blows, followed by up to five chest thrusts – on the jelly baby, now turning blue, who quickly coughs out a peanut (Sir John Hurt), before returning to his normal shade.
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