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New life saving babygrow to put parents’ first aid fears to bed


An exclusive babygrow designed to help teach parents how to give first aid to their baby is being launched by leading first aid charity St John Ambulance, together with Tesco. The new babygrow will teach baby CPR, after 74%* of parents said that their baby not breathing is the first aid emergency they fear most.


Since only 1 in 4* mums and dads know what to do in this situation, parents are being urged to pick up the free, limited edition babygrow for three to six-month-olds in selected Tesco stores** on Thursday 13 October, with a suggested donation going to St John Ambulance. Parents can visit Tesco Baby Club*** for more information.


The design

The colourful garment features a helpful reminder from nursery rhyme favourite, Humpty Dumpty, of the five puffs and 30 pumps, followed by two puffs and 30 pumps parents need to give their baby should they stop breathing after they have called for an ambulance.


Furthermore, there are clear instructions on the collar of the babygrow and on the tag to help parents remember what to do. The clever babygrow will strengthen parents’ first aid knowledge each time it’s worn, washed and handled.


Sue Killen, CEO of St John Ambulance, says: ‘Working with Tesco gives us a great opportunity to help spread the incredibly important lesson of baby CPR to millions of parents.


‘We hope the worst will never happen but the babygrow, and our online video, shows parents what to do in a very clear and simple way. Pick one up on the 13 October or keep an eye out for giveaways if you can’t make it instore.’


Michelle McEttrick, Group Brand Director, Tesco, says: ‘We're delighted to be supporting St John Ambulance in bringing this lifesaving lesson to parents - a perfect example of Every Little Helps.’


Mummy backing

Mum Alex McHugh, aged 33 from Wigan, saved her son Joel’s life after he stopped breathing at just seven weeks old when the family were getting into the car after the school run. Alex only knew what to do after she had seen a St John Ambulance baby CPR advert just a day prior to the incident.


The terrifying incident came after Joel was antenatally diagnosed with CCAM, (congenital cystic adenomatoid malformation) a foetal lung lesion which required surgery whilst Alex was still pregnant with Joel, and a high risk surgery at three days old to remove most of his left lung.


Alex is now encouraging others to save lives by backing the babygrow.


Alex said: ‘To have CPR advice on an everyday item like a babygrow will be so helpful to parents and will highlight the importance of learning baby first aid so they can be prepared in an emergency like I was. It’s every parent’s worst nightmare that their child will stop breathing and this easy to understand advice can be the difference between a life lost and a life saved.’


Life saving campaign

This latest campaign by the charity is a follow up from the high profile Nursery Rhymes Inc. campaign, released in January 2016, seen by parents like Alex. The campaign involved a video aimed at making baby CPR easy to remember for parents through nursery rhyme stars and song.


To watch the video so more parents know what to do and find out other ways to help a baby visit


Notes to editors

*research conducted by OnePoll on behalf of St John Ambulance of 2000 parents with 0-16 years olds in the UK, December 2015

**Participating stores can be found on Tesco’s store locator:


High res video stills available

Baby first aid advice available

Spokespeople available for interview

Case studies available for interview


About St John Ambulance

As the nation’s leading first aid charity, St John Ambulance believes that nobody should die because they needed first aid and didn’t get it. Every year thousands of people die in situations where first aid could have given them a chance to live. St John Ambulance teaches people first aid so that they can be the difference between a life lost and a life saved.


Additional case study

Natasha Jones was horrified when she found her 11-week-old daughter Ava-Mai had stopped breathing. With no formal first aid training, she administered what she hoped was CPR. The Hampshire mum has now set up ‘Baby Resuscitation’, a community project that teaches baby first aid to other parents.


Natasha is now encouraging others to save lives by backing the babygrow.


Natasha said: ‘I think the babygrow is an excellent idea. To have first aid advice on an everyday item like that will be so helpful to mums like me, to teach and reinforce our first aid knowledge when we’ve got so much on our plate.’


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