St John Ambulance Nursery Rhymes Inc

St John Ambulance in the UK has launched Nursery Rhymes Inc. – a campaign that teaches parents and the wider public how to help a baby who’s stopped breathing. New research shows that this is the first aid emergency parents are most worried about, yet only one in four know how to help. Nursery Rhymes Inc. teaches baby CPR in a short, clear and reassuring way to help parents remember what to do in an emergency. The campaign features nursery rhyme characters Incy Wincy Spider, Humpty Dumpty, Jack & Jill, and the Cat & the Fiddle, working together in a TV commercial to explain baby CPR. In the TV ad they struggle to write the rhyme. In the longer online version they manage to put together a catchy song. Nursery Rhymes Inc. follows on from last year’s award winning The Chokeables, which taught parents how to help a choking baby and is credited with saving the lives of 46 children since its launch.

St John Ambulance Nursery Rhymes Inc

Filming was produced by directing Becky and Joe, known for their cult internet sensation Don’t Hug Me I’m Scared. Using BBH’s script as a springboard, Becky and Joe worked with long time collaborator Baker Terry to write and score the ‘The Impossible Nursery Rhyme’, transforming it into something both catchy and comedic – a hard task for such a sensitive subject. Breathing life into well loved characters, the duo utilised their versatility and creativity designing and puppeteering all the characters along with support from Blinkink’s veteran puppet wizards Jonny & Will. Taking advantage of connections from Blink Industries, Blink’s TV development and production company, the cream of British comedy talent was brought into voice the nursery characters, including Adam Buxton as Humpty & Tim Key as Incy Wincy.

Underpinning the TV is social advertising and PPC, the latter run by Reprise Digital. The In-house PR team will be leading on securing exclusives and celebrity social media support, along with a detailed roadmap of activity, and new online assets, such as colouring in competitions which will teach first aid. To celebrate the campaign, St John Ambulance is putting on special baby first aid courses for parents and anyone looking after children for just £25+VAT. Information on courses, first aid videos and advice, and related posters , are online at

St John Ambulance Nursery Rhyme posters

The characters of Nursery Rhymes Inc. explain the steps to saving a baby who’s unconscious and not breathing. These are:

  1. Call 999/112 for an ambulance. If you’re on your own, you need to give one minute’s worth of CPR before you can call for help, taking your baby with you.
  2. 5 puffs. Put your lips around their mouth and nose and blow steadily for up to one second. Give five puffs in total.
  3. 30 pumps. Using two fingers in the centre of the chest, give 30 pumps at a rate of 100-120 per minute.
  4. Repeat 2 puffs and 30 pumps until help arrives

Ian Heartfield, Creative Director at BBH London, said, “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.”

Emma Sheppard, Head of Brand and Communications at St John Ambulance, said, “The Chokeables taught us that parents were crying out for accessible first aid information. The task with baby CPR was challenging as it’s a more complicated technique than choking but we think we’ve cracked it with Nursery Rhymes Inc. The longer version embeds the knowledge further through a pretty catchy song, which we’re confident will make baby CPR unforgettable.”


The St John Ambulance Nursery Rhyme Inc campaign was developed at BBH London by creative director Ian Heartfield, creatives Fred Rodwell and Andy Parsons, strategy director Rowenna Prest, strategist Alan King, producer Victoria Keenan, business lead Jon Barnes, account director Leo Sloley, account executive Louise Steele, working with St John Ambulance head of brand and communications Emma Sheppard.

Filming was shot by director Becky & Joe (Becky Sloan & Joseph Pelling) via Blinkink, London, with director of photography Edward Tucker, producer Benjamin Lole, executive producer James Stevenson Bretton. The song and lyrics were written by Baker Terry and Joseph Pelling.

Editing was by Joseph Pelling and Hugo Donkin at Blinkink Studios. Post production was done at The Mill and Blinkink Studios.

Sound was produced at 750mph.

Media was handled at JAA (John Ayling and Associates) by business director Nick Smith, TV buying director Steve Venes, account manager George Gwilliam, TV buying manager Dan Denman and account executive Leo Barron.