Role | Creative Director - Pro-bono project.
Team | Viv Bowdler / Ben Thomas / Eimear Lambe /
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
30,000 cardiac arrests happen out of hospital each year, with less than one-in-ten people surviving. That is staggeringly low.
Shocked with those stastics (and our ignorance) we wanted to help The British Heart Foundation let more people know just how low those survival rates are.
Our idea? The world's first Twitter campaign powered by hearts. 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. 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.
The campaign triggered a heart-warming response, not only did we hit all our original targets there was an +1160% increase in mentions from the previous year and more importantly, 4,000 sign ups to the CPR training site after seeing the campaign.