(15th July 2009) New research by Elastoplast® reveals that over half of all parents believe their children don’t use their imagination and creativity in play as much as they did when they were young. Much of a child’s behaviour is learnt from their environment and specifically from their parents. However, 61% of parents rely on schools, TV and computer games to encourage their child’s creative development.

“Parents are essential in encouraging their children’s creativity and imaginative thinking,” says Kirsten O’Brien, CBBC presenter on children’s art show, SMart. “We need to help parents engage with their children and inspire their creative energies. Children will always remember special shared experiences with their parents.”

Elastoplast’s research found that while many parents would like to do more creative arts and crafts with their children, 3 in 4 feel they either don’t have the skills, or simply don’t have the time - leaving responsibility to others.

In response, Kirsten O’Brien, award winning children’s author Paul Geraghty and Elastoplast have teamed up to launch 'CREATIVE KIDS' – a programme to encourage parents to stimulate their children's imagination around the areas of story telling, art, and crafts.

Aimed at 5 – 8 year olds, the series of worksheets are available to download exclusively at www.elastoplaststories.co.uk. The activities support the key stage 1 curriculum and encourage parents to spend time with their children at home or on holiday.

Paul Geraghty, author of children’s stories The Hunter, Tortuga and Dinosaur in Danger says, "Creativity is an important part of every child's development. Just like Maths and English, creativity needs training and encouraging. Creativity brings a life long pleasure if encouraged early and practiced through childhood."

The Elastoplast research also revealed dads in particular want to spend more time with their children yet only 1 in 5 has the time to read with their children every evening due to commitments at work. Reading together was the most popular parent / child activity.

All parents can go to www.elastoplaststories.co.uk to download their activity pack.

MEDIA ENQUIRIES

Heather Mullins at ROAD Communications
heather@roadcommunications.co.uk
Tel: 020 8995 3948
Kirsten O Brien available for interview
Please review the Creative Kids Pack at http://www.elastoplaststories.co.uk – artwork and content available upon credit and request

Elastoplast launches 'First Aid for Children'-
a series of essential first-aid fact sheets for parents

(London, 18th May 2009) Over 97% of parents recognise the importance of being to able to provide emergency first aid for their children. Yet, 66% of dads can only deliver basic first aid according to new research carried out for family first-aid expert Elastoplast.

The findings highlight the lack of ability and confidence amongst both parents to provide first aid for their children in the event of an emergency, but it’s the men who let the side down most. A third of dads admit their skills are restricted to putting on plasters and giving a dose of Calpol. In contrast, 42% of mums are confident in performing ‘serious’ first aid including CPR and resuscitation.

Many parents (almost 80% of mums and 54% of dads) feel confident dealing with bruises, cuts, grazes and nosebleeds but the research shows that their first-aid confidence plummets when faced with broken bones, choking, head injuries and other more serious incidents. What’s more, 1 in 3 dads and 1 in 5 mums surveyed have been in an emergency situation when they did not know how to help their child.

"Accidents are bound to happen and Elastoplast's research shows that parents can never know enough about first aid," says Dr Mark Porter, GP and broadcaster. "As parents we should all be able to master the simple techniques that can prevent unnecessary distress and pain if our child, or any other child in our care, has an accident – and in the most extreme case, we might even save a life!"

In response to the findings, Elastoplast has teamed up with St John Ambulance to launch ‘FIRST AID FOR CHILDREN’ a campaign to encourage parents to learn basic and life-saving first skills and prepare for the almost inevitable accident at home.

The easy-to-read fact sheets offer potentially life-saving advice on how to deliver emergency first aid for children in a whole host of situations: from unconsciousness and hypothermia right through to cuts and nosebleeds. They are available to download exclusively at www.elastoplast.co.uk.

"It’s well worth parents printing off Elastoplast’s fact sheets, storing them with a first aid kit and referring to them when any accident happens, however simple it seems," says Clive James, first aid trainer at St John Ambulance.

Even though three quarters of parents ‘claim’ they are completely confident dealing with something as basic as a cuts or graze, in reality they do not know the correct procedure to follow. A whopping 76% of parents believe it is not necessary to cover a minor cut with a plaster. St John Ambulance’s advice is very clear: always use a plaster to help prevent infection.

The Elastoplast research also reveals:
• 75% of accidents happen on mum or dad’s watch
• More than 70% of parents have taken their young child to A & E or had to call an ambulance
• 60% of dads and more than a third of mums say that they have not dealt with their children’s real injuries as well as they could have done
• Most (32%) accidents happen inside the home while almost a fifth (19%) happen at school or nursery
• Despite poor abilities to deal with first aid emergencies, 55% of parents have been on a first aid course!
• Less than 28% of parents know what to do for more serious potentially life-threatening accidents. The situations that scare them most are when their children are unconscious have swallowed foreign objects or have been electrocuted as well as hypothermia, near drowning and severe bleeding.

All sources refer to research commissioned by OnePoll, May 2009. 1247 respondents - all parents of children under 16.

MEDIA ENQUIRIES
Heather Mullins at ROAD Communications heather@roadcommunications.co.uk
Tel: 020 8995 3948
Dr Mark Porter and St John Ambulance are available for interview
Please review the 'FIRST AID FOR CHILDREN' fact sheets at http://www.elastoplast.co.uk - artwork and content available on request.

Absolutely every household can relate to the fun, fantasy and heartfelt emotion of the stunning adventure
of Finding Nemo. Much like the movie, in real life you have the overly cautious parent and the uber curious
kid: “Wow Mum, lets look at the crazy guy!” This becomes more and more apparent in summer when kids
are off school and getting up to mischief. This summer there’s no need to worry so much, as Elastoplast®
has a ‘first to market’ innovation ‘Finding Nemo’ Kids Knee and Elbow character plasters.
Not surprisingly, kids have more accidents than adults! Fact: when children hurt themselves, it’s mostly on
their knees and elbows*. These plasters are especially designed to protect just those areas. The water
resistant, flexible material allows the joint to move freely whilst protecting and cushioning the wound.
Each plaster features a different favourite character from the movie including Nemo himself, Marlyn his
dad, Dory his friend, Bruce the shark and many more…….
Mums can feel a little more at ease this summer whilst kids partake in epic adventures of their own as the
new Finding Nemo plasters meet the high standards parents have come to expect from Elastoplast,
effectively shielding wounds from dirt and germs, are skin friendly and painless to remove.
Let Elastoplast’s latest innovation ‘Kids Knee and Elbow Plasters’ featuring ‘Finding Nemo’ characters be
the hero of your kids jam packed thrilling adventures this summer.
Available from leading chemists and supermarkets for £2.99, for 8 large plasters.

For further information and images, please contact Claire Kennedy at the Beiersdorf Press Office on
0207 497 5657 or e-mail claire.kennedy@beiersdorf.com

*Source: Hansaplast Junior PHS Conference Mallorca – Netherlands 02.2003

Marco Pierre White states in the infamous Hells Kitchen TV programme “you are not trying hard enough unless you
burn your fingers”. Marco is a veteran of many minor burns and scalds, so knows what he is talking about! So if you
want to try harder in the kitchen, Elastoplast® now has the complete solution for trainee cooks or master chefs at
home: SOS Burn Spray and Plaster, a special duo that offers instant cooling, pain relief and protection of minor
burns and scalds.

Cooling Effect:
Elastoplast® SOS Burn Spray is specifically designed for the treatment of minor burns and should be applied onto
the burn immediately to cool the wound. Pain is the most immediate and often the most uncomfortable aspect of a
burn and the spray has an instant effect of cooling and relieving the pain. The spray is a soothing foam mousse
that helps prevent the spread of heat in the skin.

Double Protection
The Elastoplast SOS Burn Plaster compliments the spray, creating an optimal healing environment and allows the burn to heal more quickly and effectively without being disturbed by dirt and germs. Composed of 50% water, the innovative hydrogel pad provides double protection by cooling the wound and keeping it moist. The SOS Burn Plaster offers further pain relief by absorbing the excess heat from the wound reducing the skin temperature.

Moisturising Effect:
The SOS burn plaster’s hydrogel pad is a wound dressing pad that helps prevent against moisture loss when the
skin has been burnt or scalded. Clinical investigations have shown that wounds heal faster in a moist environment*.
The hydrogel pad acts as a barrier, helping to protect the burn from knocks and bumps, and cushioning burns
and any blisters that might have formed.

The SOS Burn plaster has the added benefit of being breathable and waterproof acting like a shield and minimising the risk of infection. It is coated with a very skin friendly adhesive designed to firmly adhere to intact skin
without restricting joint movement. Furthermore it is flexible, transparent and can be safely left in place for several
days – the longer the wound can be left undisturbed the faster it will heal.
The Elastoplast SOS Burn range can be found in pharmacies and supermarkets (see list attached), with the SOS Burn Spray
costing £5.15 for 75ml, and the SOS Burn Plaster available at £4.75 for 5 plasters.

Easy Steps for the Treatment of Minor Burns

1. Use Elastoplast SOS Burn Spray to cool minor burns (alternatively rinse the wound for 5-10 minutes under cool water,
but remember not to apply ice to the area).

2. Dry the wound carefully taking care not to break the skin. Take care to dry the edges well.

3. Cover the burn with an Elastoplast SOS Burn Plaster. Try to get the burn in the centre of the wound pad.
Do not apply the plaster if the wound is already infected.

4. If you are at all concerned, seek medical advice from your GP or pharmacist.

Notes to editors:
Burns are classified as first, second and third-degree burns, and the Elastoplast SOS Burn range is suitable for the treatment of
first and second degree burns:

• First-degree burns involve minimal tissue damage, and are often caused by exposure to hot liquids or objects. The result is
skin that is hot and sensitive to touch, and can take up to six days to heal.
• Second-degree burns affect both the outer-layer (epidermis) and the under-lying layer of skin (dermis) causing pain,
redness and swelling. Often a blister forms which should not be broken. The skin is extremely sensitive and you feel a
strong persisting pain. The healing process is longer. (lasting up to three weeks)
• Third-degree burns – The damage involves the whole structure of the skin and may even injure the underlying tissue. The
skin becomes white or charred black. Medical attention should be sought immediately.
When Medical Advice should be sought
• For first and second-degree burns: if the burn area is larger than the hand of the injured person.
• If the wound shows signs of infection, such as continuous redness, heat, pain, itching or burning. (The wound should
appear light red with a pale yellow fluid on the surface)
• For all third-degree burns.
• If a child is burned.
• If the burn is on a sensitive part of the body such as the face.
• If you have any concerns or questions.

For further information and photography, please contact:
Claire Kennedy or Ann-Louise Holland at the Beiersdorf Press Office
Tel: 020 7497 5657 Fax: 020 7292 4950 Email:claire.kennedy@beiersdorf.com
NHS Help Line – 0800 224488
Stockists:
SOS Burn Spray – Boots, independent pharmacies
SOS Burn Plaster – Boots, J Sainsbury’s, Superdrug, independent pharmacies
Sources:
*Winter GD. Formation of the scab and the rate of epithrlization of superficial wounds. Nature 1962; 193: 293-294