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Campaign seeks to educate parents on stopping babies from choking

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The charity St John Ambulance has launched a campaign to ensure parents know what to do if their baby starts choking and is urging professionals like nurses to spread the word.

The move follows research by the first aid charity which found 40% of parents surveyed had witnessed their own baby choke but about 80% said they were unsure what to do in a choking situation.

“Taking immediate action to stop choking is critical and the campaign describes simple procedures about what to do and how to act quickly”

Neal Stone

The Chokeables campaign centres on a short animated film featuring characters voiced by celebrities David Walliams, David Mitchell, Johnny Vegas and John Hurt.

The characters include a small plastic princess toy, a jelly baby, peanut and a pen lid – all objects that could potentially cause a baby to choke.

They tell parents they are fed up with babies “choking on innocent things like us” and give some simple first aid advice.

“In just 40 seconds you can learn how to give first aid to a choking baby,” said St John Ambulance. “We hope people love the video and share it with their friends and family so that as many people know as possible.”

The campaign, which also includes a first aid guide for new parents, is backed by the British Safety Council.

“Unfortunately, babies will pick up things like pen tops and swallow them and get into trouble,” said British Safety Council chief executive Neal Stone.

“Taking immediate action to stop choking is critical and the campaign describes simple procedures about what to do and how to act quickly,” he said.

“With celebrities like John Hurt and David Walliams involved, I hope the campaign catches the public’s imagination and that more people learn these life saving first aid skills,” he added.

St John Ambulance #TheChokeables advert: save a choking baby

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Readers' comments (1)

  • I assume and hope that St John's are enabling parents to clearly distinguish between gagging and choking. In some studies, many parents talked about their child choking, but were actually describing gagging, which is a very different thing, and a safety mechanism to prevent babies swallowing what is not safe to swallow.

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