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St John Ambulance: The Chokeables
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St John Ambulance has launched a new campaign teaching people how to save the life of a choking baby. The film, created by BBH London with planning and buying by John Ayling and Associates, marks a departure from the charity’s former harder-hitting tone and instead encourages 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. 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 film starts with David Mitchell, as a chewed up pen lid, asking for the audience’s attention. A jelly baby – Johnny Vegas – then explains that they’re fed up of real babies choking on innocent objects like them. He then starts struggling for breath and turns blue. Walliams’ lofty princess character shows the correct technique to save the choking jelly baby – up to five back blows, followed by up to five chest thrusts – who coughs out a peanut (voiced by Sir John Hurt), before returning to his normal shade. The campaign has been animated by Si & Ad.
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