The U.K.'s St John Ambulance has teamed up with Tesco to design a onesie (known as a babygrow in the U.K.) that reminds parents how to perform CPR in an emergency.
The charity and retailer are both clients of BBH, which brought the two together for the project. As well as an illustration involving Humpty Dumpty, which reminds parents of how many breaths and chest compressions they need to give, the garment also has a also a step-by-step list of instructions on what to do in an emergency, printed on the label inside.
The limited-edition product will be given away for free in Tesco stores from Thursday (with a suggested donation of three pounds to St. John Ambulance).
BBH's work for St. John Ambulance has also included an animated campaign in which nursery rhyme characters sing about giving CPR. Ian Heartfield, deputy executive creative director of BBH London, said in a statement: "Our mission with St John Ambulance is to teach first aid using the media we have at our disposal. Thanks to Tesco, we now have the opportunity to teach with an item of clothing, to put a potentially life saving first aid technique directly into the hands of someone who may one day really need it."