A crack team of nursery rhyme characters - Humpty, Incy, Jack & Jill, Cat & Fiddle - have been challenged by St John Ambulance to come up with a way of making the first aid technique for Baby CPR easy to teach and remember. However, they find that making the first aid technique rhyme is harder than they think. Until Humpty breaks out into song, and finally thinks of a rhyme for “ambulance”.

TV campaign went live in UK nationally on 18th January 2016 with PR and online paid for support.

TV campaign and online paid for media ran until 13th March 2016

Nursery Rhymes Inc has delivered a huge amount of reach online, with a total of 7.1 million video views. Moreover, the campaign is proving engaging, with more than 25,000 total shares. The goal of the campaign was to increase parents’ knowledge of first aid: to that end, the first aid advice videos on St John Ambulance's website have received 277,000 organic views since the campaign launched. Finally, St John Ambulance has sent out 4,000 free first aid guides to help people learn life-saving skills.