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Sixty Seconds

Channel Mum


Client: Channel Mum
Date: 22nd February 2017

Project overview

Over 60 children die in accidents in the home every year – but a quarter of parents have NO first aid knowledge whatsoever.

A new study of 2,000 parents reveals millions of children’s lives are at risk because their mums and dads don’t have the appropriate life-saving skills.

Frighteningly, one in five parents have found themselves in the situation where their child needed urgent first aid – but 11 per cent panicked and froze, leaving them unable to help at all.

Only 31 per cent of parents were confident about how to help their child during this emergency, while 38 per cent were convinced their child was going to die and one in five were worried they would be left injured.

Siobhan Freegard, founder of ChannelMum.com, which has teamed up with St John Ambulance to produce a brand new video on how to save a life in 60 seconds, said: “Giving first aid to a baby of child can be frightening, but not as frightening as not knowing what to do.