St John Ambulance launched a new campaign to encourage more people to be the difference between life and death. In a recent survey, over half of parents told us they wouldn't have the confidence to perform first aid to save their own child’s life in an emergency. And it’s not just parents, 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 first aid. Our volunteers know first aid but they can’t be there every time in an emergency. We wanted everyone to know the necessary first aid skills to save a life so we've developed an integrated campaign to work across TV, Mobile, Tablet and Desktop.

The campaign was launched on Facebook video and YouTube followed by a nationwide TV campaign. The Facebook and YouTube videos drove the viewer to more parent targeted first aid tutorial videos on St John Ambulance’s YouTube, and the TV campaign directed viewers to St John Ambulance’s YouTube channel.

The Chokeables has far exceeded all targets and expectations for the campaign. Most importantly we've been contacted by 32 different people so far who have said that they have saved a baby from choking as a direct result of watching the first aid technique in our video.