The Chokeables is a campaign of videos, advice and first aid guides to equip parents with information about what to do in the event of witnessing a baby choking - a situation that 40% of parents have experienced.
Watch the campaign's animation film voiced by David Walliams, David Mitchell, Johnny Vegas and John Hurt below:
A spokesman for St John Ambulance said: "In just 40 seconds you can learn how to give first aid to a choking baby. We hope that people love the video and share it with their family and friends so that as many people know as possible."
The campaign includes a first aid guide for new parents, which highlights common choking risks illustrated in the video including a small princess toy, a platic pen and a peanut.
The campaign has also received backing from Neal Stone, chief executive of the British Safety Council, who said: “We need to bring this campaign to the attention of as many people as possible and the British Safety Council is pleased to help promote The Chokeables."
“Unfortunately, babies will pick up things like pen tops and swallow them and get into trouble," he added. "Taking immediate action to stop choking is critical and the campaign describes simple procedures about what to do. And how to act quickly.
“With celebrities like John Hurt and David Walliams involved, I hope the campaign catches the public’s imagination and that more people learn these life saving first aid skills."
Find out more about the campaign including downloadable resources at: www.sja.org.uk/sja/support-us/our-campaigns/baby-choking-chokeables.aspx