Mumsnet has unveiled a campaign aimed at educating parents on the need to teach their kids how to dial 999 in emergency situations.
The 60-second film from Grey London features real audio of five-year-old Ellemae Addison saving her mother who had an epileptic fit in 2012 - underlining the importance of briefing children how to react to medical accidents.
Recreated with images and footage of Ellemae, the video shows how her quick reactions kept the family together. Frederic Plancho, director of Production company Academy, spent a week with Ellemae, her baby sister and her mother Loretta, to get a feel for the story.
The initiative is supported by Red Cross and Vodafone made a substantial contribution towards the making of the film.
Nils Leonard, chairman and chief creative officer of Grey London, said: “In advertising, we spend our lives making up fiction to get people to care, but there’s nothing more powerful than the truth.
“When it’s delivered by a child and the UK’s largest network of parents, rather than government, people will take notice. We will save lives... As a creative it's a powerful message to communicate, as a father it’s a priceless one. I hope enough people see the film for it to make a difference.”
Mumsnet chief executive Justine Roberts added: “Nobody wants to think about the circumstances in which their child might need to call 999, but as Elleemae's story shows, it can literally be a lifesaver.
“We hope this powerful film will encourage parents to take a deep breath and have a chat with their children.”
The ad was formed off the back of Mumsnet research published today, showing that of 757 respondents, 37 per cent have not taught their child to dial 999, with nearly half of those (46 per cent) not doing so because they don’t think their child is mature enough.
For parents who want access to the 999 learning resources, hit this link.