Don't leave it 'til you need it
St John Ambulance unveils new campaign to shock people
into learning first aid
Wednesday 18 April 2007
St John Ambulance launches a new, thought-provoking advertising
campaign to encourage people to learn first aid. By featuring
child-like rag dolls thrown in dangerous positions, the UK's
leading first aid charity asks 'Would you know what to do if this
were a real child?' Around 2 million children have accidents each
year in the UK but the charity found that most people would feel
First aid training is the best thing any of us can do. I would have never been able to forgive myself if I had been helpless in that situation
St John Ambulance asked 2000 adults what they'd do if they were
faced with the sight of a small child lying lifeless face down in
water – echoing the main advert of the campaign. First aid saves
lives but the shocking result was that 7 out of 10 would be
incompetent in this situation. Their answers ranged from doing
nothing and feeling helpless to not checking if the casualty was
breathing before starting CPR (cardiopulmonary resuscitation) –
which could prove fatal.
The three striking adverts hope to surprise and engage new
audiences to learn first aid. Other adverts in the campaign show a
doll with a hand trapped in a door and a doll lying motionless at
the bottom of some stairs. Each advert is accompanied by the
question 'Would you know what to do if this were a real child?'
The adverts and associated activity are to highlight St John
Ambulance's suite of not-for-profit training courses available to
anyone over the age of 10. The courses have been designed to fit
around people's lives with short courses running at the weekends
and evenings. There is now a first aid package to suit everyone,
whatever they want to learn.
'Only 14% of adults surveyed are currently first aid trained yet
it is such a vital skill to have. We know that first aid saves
lives and can prevent permanent injuries,' says Andrew New, Senior
Training Officer for St John Ambulance. 'We undertook
extensive research before developing these courses and have
designed them to be as accessible to as many people as possible.
With eight different courses to choose from, flexible hours and
affordable prices, we hope many more people will benefit from first
He continues: 'Our new campaign is designed to make people think
twice about their own first aid skills. Our message is please learn
first aid – don't leave it 'til you need it.'
First aid courses available
- Basic first aid (3 hours)
which teaches the essentials of first aid and is ideal for people
who don't want to learn resuscitation.
- Emergency life support for
those that want to learn CPR techniques for adults (3 hours),
children and infants (3 hours) or all ages (4 hours).
- Family first aid (6 hours)
is perfect for families of any size who want to learn first aid
together as there is set pricing for adults and children.
- Activity first aid (16
hours) was developed for leaders of activity groups and teaches
scenario management in remote areas.
Courses vary within each county and cost from £16.
Supported by national print advertising and regional events the
Don't leave it 'til you need it campaign emphasises the
fact that going on a first aid course has never been easier.
The charity worked with Feel, the ethical marketing agency, to
develop this campaign. It is also the first campaign featuring St
John Ambulance's vibrant new look. Launched on April 2, the charity
revealed a new visual style designed to make it easier for people
to recognise and understand the organisation.
St John Ambulance trains 500,000 people each year in first
Gareth Bloomfield, 37, Winchester used his first aid training to
save the live of his 4-year-old daughter when she fell off a swing
and lost consciousness. 'It was the worst moment of my life,'
said Gareth. 'But all I could do was remain calm and remember what
I'd learnt from St John Ambulance. 'First aid training is the
best thing any of us can do. I would have never been able to
forgive myself if I had been helpless in that situation.'