The St John Ambulance babygrow features a drawing of Humpty Dumpty alongside details of how many puffs of breath and pumps of the chest should be administered to a baby if it stops breathing. Inside the garment this information is also written out.
The work follows a similiar initiative created for the British Heart Foundation earlier this year by design studio The Partners, which saw labels with CPR info sewn into BHF clothing products.
St John Ambulance, like many charities, has recently moved away from attempting to raise money through hard-hitting, shock advertising, and instead is taking a pragmatic approach. The babygrow follows films from the organisation that aim to educate parents and carers on life-saving techniques in a fun, accessible way. These include information on what to do if your baby is choking, and a nursery rhyme giving CPR instructions (also featuring Humpty Dumpty).
The babygrow will perhaps not have the reach of the films, though 24,000 will be given away via selected Tesco’s (another BBH client), meaning that the CPR info will be repeatedly viewed by those handling these babygrows. And while this unusual approach to advertising might seem a little gimmicky, it will no doubt gain coverage across the media in the way a regular ad might not – at the same time also continuing to spread that vital first aid information.
Deputy ECD: Ian Heartfield
Creatives: Fred Rodwell, Andy Parsons
Film director: Matt Carroll
Production company: Hangar 7
Illustrator: Joseph Pelling