2017 highly commended: St John Ambulance, not for profit - case study

How do you impart knowledge to people who are too afraid to learn?

Knowledge a parent needs to remember in a moment of sheer terror when their child is in danger.

Knowledge, moreover, that is complicated, technical and hard to remember.

That’s the challenge St John Ambulance, the UK’s leading first aid charity, faces when teaching parents first aid.

We found that the emergency parents most fear is their child stopping breathing (74%).

But only 25% of parents said they would know what to do if the worst happened.

We set out to close this gap between intent and action by teaching parents baby CPR, which is what they’d need to do if their baby stopped breathing.