We wanted to create something that parents would want to read time and time again. So the simple instructions on how to save a choking baby would become second nature to them. To do this, we decided to create a children’s book. A charming and beautifully illustrated story, which had the first aid instructions seamlessly woven into the narrative. ‘The Pen that Lost Its Lid’ tells the tail of a pen who goes in search of his beloved lid, meeting lots of other choking hazards along the way. Finally, pen discovers the whereabouts of lid - he’s been swallowed by a baby! But thanks to our simple first aid technique, the lid is saved and reunited with his best friend.

The hard copies were distributed through St John Ambulance and their social channels. Whereas the digital version of the book was available for free from various ebook websites.

The book had a big impact on the Chokeables campaign, helping to educate thousands of parents, whilst also driving an extra 300,000 views of our film online. The result of this? Thus far, this book (and our online film) have been directly responsible for saving the lives of 45 choking babies. That’s the best result we could have ever wished for.