ASB is celebrating the nearly half a million Kiwi kids who have been taught life-saving first aid skills through the ASB St John in Schools programme with a new campaign.
The programme was launched in 2014 and is designed to give children the skills and confidence to act in emergency situations. The new campaign highlights the importance of the training, which includes first aid, bandaging, CPR, disaster preparedness and injury prevention.
In the 30 second spot, a young girl is there to offer a helping hand for her accident-prone father – who requires bandaging for DIY and cycling accidents. She also calls an ambulance for him when he falls off a ladder. The young girl is supported in her decisions by ASB's yellow elephant Clever Kash who is sporting a St John's uniform.
ASB head of community and sponsorship Mark Graham says they have seen and heard first-hand the difference the programme has been making for both the children involved and their families.
"In an emergency situation, every minute counts and it's about making sure our young New Zealanders have the confidence to take action, and to provide them with these skills which could help save someone's life."
True chief creative officer Craig Pethybridge says the idea behind the campaign was to showcase the tangible difference the skills from the programme could make outside the classroom.
"By showing how clever Kiwi kids can be just like the 'clever big life savers' at St John [paramedics], we hope to move beyond the classroom and show the benefit of that first aid knowledge in the real world."
Since the programme began, more than 450,000 children have attended the sessions. ASB and St John have been partners for ten years.
St John director of community health services Sarah Manley says every school child should have the opportunity to learn the vital skills.
“St John receives over fifty 111 emergency calls from children every week, often calling in highly distressing situations for a parent or loved one who has fallen, is unconscious, or is having convulsions. ASB St John in Schools equips young New Zealanders with the skills and confidence to deal with these emergency situations, and to be advocates for the health and wellbeing of themselves and their communities,” Manley says.