David Walliams, David Mitchell, Johnny Vegas and Sir John Hurt voice new St John Ambulance baby choking first aid campaign

St John Ambulance has launched a new campaign featuring the voices of David Walliams, David Mitchell, Johnny Vegas, and Sir John Hurt in order to teach people how to save the life of a choking baby.

The Chokeables Unusual Suspects Line Up

Celebrities teach first aid to help choking babies

In The Chokeables, the celebrities take on the character of animated 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 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.

Addressing parents’ fears

The campaign was developed after new research revealed that almost four fifths of parents (79%) wouldn’t know how to save their baby from choking to death, despite it being a major fear (58%) and 40% having witnessed it.

Our 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 learn 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.

In addition to the advert, St John Ambulance has released new first aid resources on its website, including: videos, advice for parents, and free guides for parents to inspire everyone to learn life saving first aid skills.

To watch the video visit sja.org.uk/thechokeables

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