‘Heart-stopping’ Save the boy campaign reaches
St John Ambulance's Save the
boy campaign, launched just over two weeks ago, has
reached millions with the message that even basic
first aid skills can be the difference between life and death.
The campaign, which featured a powerful
film and an interactive first aid tutorial, was launched after our
research revealed that half of parents (55%) would lack the
skills necessary to save their child in the event of a
life-threatening accident. In the advert, a young boy is left
unresponsive after falling from a tree, but his father is helpless
because he is unequipped with the first aid skills to save him. It
makes the point that SJA volunteers can’t be everywhere and more
people need to be the difference between life and death.
Save the boy premiered to an
audience of nearly eight million people during
ITV1’s Doc Martin on 16 September. The ad ran seven more times on
ITV1 over the next two weeks, including during the 29 September
episode of Downton Abbey, reaching 37 million people in total. A
further 130,000 people have already watched the ad
See Save the
boy for yourself, and take part in the interactive
experience, at our dedicated campaign page.
Teaching life saving skills
Save the boy features an
interactive first aid tutorial, which guides people through the
simple steps that could save the boy in the advertisement. Our
dedicated campaign page, which features the interactive
experience, has had over 90,000 hits, meaning even
more people have access to potentially life saving first aid
Sue Killen, SJA Chief Executive, said:
‘Over half of parents told us they wouldn’t have the first aid
confidence to save their own child’s life. We had to take action
which is why we developed the campaign.
‘We know some people were a little
shocked by the advert but like one Twitter user said, ‘I'd rather
be scared by an ad than scared I couldn't save someone.’ We’re
really pleased with the way people have responded and that tens of
thousands more people can be the difference between life and
High profile support
The campaign’s message has been reached
millions on social media, and Coronation Street star Samia Ghadie
was among those to back Save the boy on Twitter. Samia
told her followers she was so moved by the campaign that she
immediately signed up for a first aid training course.
The campaign film, was
described by MailOnline as ‘heart-stopping’
and has appeared in a number of other media including ITV1’s
Daybreak, Sky News, ITV lunchtime news and The Huffington Post, to
name a few.
Save the boy is the latest
hard-hitting campaign film from St John Ambulance, and follows last
year’s Helpless campaign. Further research from St John
- Over two-fifths (41%) of people admit that it would take
something as severe as the death of a loved one to make them learn
- Despite 65% of parents claiming to know basic first aid, based
on the scenario in the advert, over half of those surveyed (57%)
said they would leave the boy still until an ambulance arrived –
which would not be the correct procedure.
- More than one in five (21%) parents don’t view knowing first
aid as being important.
- More than one-third (37%) of parents said their child has had
an accident that’s needed immediate first aid intervention whilst
on holiday – yet, nearly half of those parents did not have the
skills to help their child.
- 62% of parents say knowing first aid skills would make them
feel more prepared for parenthood.