Viv Bowdler | Creative | Graphic Design
restartAHeart_tshirt2.jpg

The British Heart Foundation

 


 

Idea development, pitch, creative director
 

The British Heart Foundation

 
 
In a pro-bono partnership with The British Heart Foundation we created the world’s first Twitter campaign powered by hearts.
 
 

In October each year charities, ambulance trusts, and volunteers join together with one common goal - to train as many young people as possible in CPR on European 'Restart a Heart day.'
 

 
 
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the insight

We saw a unique opportunity to launch a campaign powered by hearts when we learnt it was possible to trigger automated content by tapping on the heart button.

After testing the functionality myself and the team got thinking about who would be the ideal partner to launch this feature. The British Heart Foundation (who else?!) were selected and one meeting later the project was underway.

In our kick off meeting we were surprised to learn that more than 30,000 cardiac arrests happen out of hospital each year in the UK, with less than one-in-ten people surviving.  We learnt The British Heart Foundation’s mission statement - to create a nation of lifesavers - and challenged ourselves to launch a campaign on Restart A Heart Day 2016 that would get people talking! 
 

 

 
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the idea

‎@TheBHF used the newly created auto-response mechanic to build the world’s first Twitter campaign powered by hearts. The launch Tweet prompted people to ‘heart’ to receive a bespoke response.

Less than one in ten received a response of survival with nine in ten learning that because nobody nearby knew CPR - they had not survived.
 

 
 


the impact

The goal of the campaign was to raise awareness and drive conversation and it proved incredibly successful. 

The original launch Tweet created a massive spike in conversation with more than 47,000+ global mentions of ‎#RestartAHeart across a seven-day period.

There was a 1163+% YOY increase in UK mentions of ‎#RestartAHeart on campaign launch day 2016 v 2015. There were more than 9,000 mentions of ‎@TheBHF on ‎#RestartAHeart day 2016, which represents a 433% YOY increase. On top of this there were in excess of 7,300 mentions of CPR in the UK -- that’s more than double from ‎#RestartAHeart day 2015.

People got onboard and spread the conversation with 2,000+ people Retweeting their personalised response. Overall there were 26,000+ total campaign likes (with some people liking and unliking the Tweet multiple times to get the response they wanted). This combined to drive 3,500+ unique visitors to bespoke landing page on The British Heart Foundation website.

 
 



press & awards

The campaign was featured in Creative Review The Annual 2017 as one of the best social media campaigns of the year. It won Gold at The Media Week Awards, a PRCA digital award, a Make Your Words Work 2017 Gold and was shortlisted for a Cannes Lion.