Save The Boy - First Aid Advert
The advert, from St John Ambulance, which has been running on television channels in recent weeks is powerful, the message hard-hitting. What parent would not want to know how to save the boy?
Yet the first aid charity says that more than half of parents (55%) lack the skills necessary to save their child in the event of a life-threatening accident.
More worryingly perhaps, the charity says that although most parents claim to know basic first aid, many say they would not touch or move the boy until an ambulance arrived - which would be the wrong thing to do.