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Restart A Heart - The BHF

Creative Strategy - Pro-Bono Self Initiated. 

Team | Viv Bowdler / Ben Thomas / Eimear Lambe /
Ted Littledale

Partners
| The British Heart Foundation
Press | The Drum / Campaign / Creative Review 
Awards | Creative Review Social Campaign of the Year / Media Week Gold Campaign of the Year / Cannes Shortlist : Best Social Campaign 2014

 

In the UK, more than 30,000 cardiac arrests happen out of hospital each year, with less than one-in-ten people surviving.

The British Heart Foundations mission is to 'create a nation of livesavers'. How can they educate people that with CPR training survival rates could be far higher?  

Our team saw a unique opportunity to launch a campaign powered by hearts when we learnt that it was possible to trigger automated content by tapping on the heart button. After testing the functionality we got thinking about who would be the ideal partner to launch this feature. The British Heart Foundation (who else!?) were contacted on Twitter. One meeting later the project was underway.

The idea
The world's first Twitter campaign powered by hearts. By liking ('hearting') the campaign Tweet an auto-response was triggered, recreating the real world odds of survival. Less than one-in-ten people recieved a message of survival whilst others recieved a thought provoking truth that without the necessary CPR they had not survived. ‎

Execution
Working with social innovators Hobbynote we produced the auto-response functionality in time for "Restart A Heart Day", a dedicated day to training people in CPR. Under six weeks our small team of four worked to test and deliver the most succesful social campaign in the charities history and the first of it's kind. 

Results 
47,000+ mentions of #RestartAHeart over 7 days. 
+1160% increase in mentions from the previous year
4,000 sign ups to the CPR training site after seeing the campaign. 
 

 

follow: @viv
viv@twitter.com