restart a heart: Inspiring Brits to learn CPR
The Challenge
Many people feel a lack of confidence when it comes to performing CPR, so British Heart Foundation introduced Restart a Heart Day: an annual event where BHF teams up with other key charities to teach as many people as possible to learn this life saving skill.
For their 2019 campaign BHF needed to challenge perceptions, boost the public’s confidence, and communicate the message that doing something is better than doing nothing.
THE Creative concept
Don’t Think Twice
Our creative concept Don’t Think Twice focused on the idea of everyday risk to land the message that performing CPR shouldn’t be a second thought.
Comparing humorous everyday situations with the zero risk of performing CPR, this channel-agnostic creative solution drove home our complex key messages in a digestible and easily memorable way.
The Media Amplification
Launching on new platforms to seek new audience, we rolled the campaign out across various out-of-home formats, Tinder — a BHF first! — and social, all supported by a robust paid social strategy.
In line with this we created an email stewardship journey with dedicated case studies to support the act now message, and applied the Don’t Think Twice messaging to BHF’s existing CPR training video and case studies to maintain consistency.
