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Becky Sloan and Joseph Pelling, the Blinkink directors behind the popular internet series Don't Hug Me I'm Scared, have brought their brand of puppetry to a St John Ambulance campaign.

Bartle Bogle Hegarty was the agency behind the new campaign, in which a committee of characters from children’s nursery rhymes struggle to come up with a rhyme that will help people remember what to do in a CPR emergency involving infants. The comedians Adam Buxton and Tim Key lend their voices to the ad, which will be pushed online, in addition to airing on TV. Sloan and Pelling also wrote the music for the ad.