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