Millie's Trust - Tough love doesn't save lives, First Aid does

Identify and seek to resolve the currently unmet need of people engaging with paediatric first aid. 500,000 children under four years old go to A&E after accidents that happen in their own home each year. 7 out of 10 parents in the UK lack first aid skills that would allow them to help their child in a medical emergency. 81% of informal child caregiving is conducted by grandparents. With the older generation being so heavily involved in child care, are the grandparents capable of knowing and taking the required measurements to handle the medical emergency? With Millie's Trust offering full qualification courses to child carers and family awareness courses to anyone who would like to attend, we feel it is important for the parents to consider putting grandparents through the course. It is an invisible, unconsidered danger. Address parents who don't consider the child's grandparents when thinking about paediatric first aid. Our campaign addresses the abundance of knowledge, resources and precautions that the older generation never had to keep children safe through hard-hitting truths in the format of copy based adverts.