Could your child save a life? Five-year-old Elleemae did, dialling 999 when her epileptic mother had a fit and collapsed with only Elleemae and her three-month-old baby sister in the house. We came across a recording of the remarkable phone call and knew we had to do something meaningful with it, partly because it was so inspiring, partly because it had never dawned on us that our own children could end up being the ones saving a life; in this case our own. We wanted to elevate Elleemae’s phone call, amplify its message and find a way to get it out there – so finding the right partner was really important. Mumsnet’s mission – ‘by parents for parents’ – and their reach in the UK made them the perfect partner for what we were trying to achieve. The campaign was also backed by The British Red Cross. We worked with Mumsnet on a survey, the results of which revealed that more than one third of parents haven't taught their child to dial 999. Together, we launched www.999forkids.com alongside a Mumsnet homepage takeover and a substantial PR push, getting our life-saving message and Elleemae's remarkable story told in the nation's newspapers, online and on TV. For anyone who wants to teach another child this invaluable lesson, we also created a downloadable guide for parents and a cut out and keep reminder for any child faced with the need to dial 999; go to www.999forkids.com for more details.