Nursery Rhyme Characters Sing and Rhyme Terribly in U.K. PSA About Baby CPR

Animated Film From St. John's Ambulance Highlights Technique in a Song

Published On
Jan 20, 2016

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Last year, the U.K.'s St John Ambulance launched The Chokeables, an animated PSA that used humor to educate the public about how to save a choking baby. According to the charity, it's been a big success, with 46 children's lives saved as a result of the campaign.

The same tactic is repeated is its latest video, by BBH London, this time on how to resuscitate a baby giving CPR.

The animated campaign, aimed at women with children under three, portrays some well-known nursery rhyme characters-- Incy Wincy Spider, Humpty Dumpty, Jack and Jill, and the Cat and the Fiddle -- working at Nursery Rhymes, Inc. and trying to create a memorable rhyme to explain the technique. They struggle to find anything that rhymes with "ambulance," but they eventually settle on a catchy song, albeit with some terrible rhyming. The campaign, which features the voices of comedians Adam Buxton and Tim Key, was animated by Becky Sloan and Joseph Pelling at Blinkink.

As with the previous PSA, the serious subject matter and light-hearted tone might seem rather a clash -- but it's clearly a technique that works.

Ian Heartfield, creative director at BBH London, said in a statement: "Baby CPR is a difficult and scary thing to talk about. No one wants to think about it, let alone learn it. So we have to do everything we can to make people sit up and take notice. We hope that puppeteered nursery rhyme characters on the brink of a nervous breakdown will do the trick."


Jan 20, 2016
Agency :
Brand :
St. John Ambulance
Client :
St. John Ambulance
Head of Brand and Communications :
Emma Sheppard
Creative Team :
Fred Rodwell
Creative Team :
Andy Parsons
Creative Director :
Ian Heartfield
Director, Strategy :
Rowenna Prest
Strategist :
Alana King
Business Lead :
Jon Barnes
Account Director :
Leo Sloley
Account Executive :
Louisa Steele
Producer :
Victoria Keenan
Production Company :
Director :
Becky & Joe
Song and Lyrics :
Baker Terry
Song and Lyrics :
Joseph Pelling
Executive Producer :
James Stevenson Bretton
Producer :
Benjamin Lole
Director, Photography :
Ed Tucker
Post Production :
The Mill
Post Production :
Blinkink Studios
Editing House :
Blinkink Studios
Editor :
Joseph Pelling
Editor :
Hugo Donkin
Sound Director :

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