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Creative

BBH London's Babygrow for St John Ambulance Will Help Parents Save Lives

BBH London, 1 month, 4 weeks ago

Limited edition garment will teach baby CPR to parents

BBH London's Babygrow for St John Ambulance Will Help Parents Save Lives

BBH London has created an exclusive babygrow for St John Ambulance that is designed to help teach parents how to give first aid to their baby. The limited edition garment, which is being handed out in Tesco stores, will teach baby CPR after research revealed that 74% of parents said that their baby not breathing is the first aid emergency they fear most. The babygrow will be available for free in selected Tesco stores on Thursday 13 October, with a suggested donation of £3 to St John Ambulance.

The innovative new garment acts as a helpful reminder from nursery rhyme favourite, Humpty Dumpty, of the five puffs and 30 pumps, followed by two puffs and 30 pumps repeated, that parents need to give their baby should they stop breathing. The babygrow also features step-by-step instructions inside the neck of the babygrow to help parents remember what to do.

To really make the first aid lesson front of mind, printing the lesson directly onto the babygrow seeks to strengthen parents’ first aid knowledge each time the garment is worn, washed, and handled. The design on the front brings the first aid advice to life by showing them how to take action in an easy, memorable way.



The babygrow continues the success of the St John Ambulance Nursery Rhymes Inc. campaign, which launched in January earlier this year and aims to make baby CPR easy to remember for parents through the medium of song. Puppets of beloved children’s nursery rhyme characters, including voices by comedians Adam Buxton and Tim Key, try to make a baby CPR rhyme. The campaign has already been attributed to saving the life of a baby, whose mother was able to save him just one day after seeing the advert.

Mum Alex McHugh, aged 33 from Wigan, saved her son Joel’s life after he stopped breathing at just seven weeks old when the family were getting into the car after the school run. Alex only knew what to do after she had seen a St John Ambulance baby CPR advert just a day prior to the incident. Alex is now encouraging others to save lives by backing the babygrow.

Ian Heartfield, Deputy ECD of BBH London, says: “Our mission with St John Ambulance is to teach first aid using the media we have at our disposal. Thanks to Tesco, we now have the opportunity to teach with an item of clothing, to put a potentially life saving first aid technique directly into the hands of someone who may one day really need it.”

Sue Killen, CEO of St John Ambulance, says: “Working with Tesco gives us a great opportunity to help spread the incredibly important lesson of baby CPR to millions of adults in a creative and memorable way. Whilst of course we hope the worst will never happen, the babygrow and online video - created by our creative agency BBH - help to show parents what to do in an emergency. Pick a grow up on the 13 October and keep an eye out for giveaways online if you can’t make it instore.”

Michelle McEttrick, Group Brand Director, Tesco, says: “We're delighted to be supporting St John Ambulance in bringing this lifesaving lesson to parents - a perfect example of Every Little Helps.”

Creative Agency

Account Manager: Louisa Steele

Executive Creative Director: Ian Heartfield

Account Director: Emma Johnston-Donne

Producer: Billy Dupée

Strategy Director: Rowenna Prest

Creatives: Fred Rodwell and Andy Parsons

Business Manager: Jon Barnes

Strategy: Alana King

Music and Sound

Music Production: Ed Marquis

Post Production / VFX

Post Production House: Hangar7

Production Company

Illustrator: Joseph Pelling

DOP: Alex Frois

Director: Matt Carroll

Production Company: Hangar 7

Producer: Lucy Anderson

Category: Corporate and social , Health

Genre: Experiential