THE CHALLENGE

A new innovation, we needed to create a creative concept that both explained what The Circuit is and why it’s vital that defibrillator guardians register their defibrillators. However, a defibrillator guardian – someone who is responsible for managing a defibrillator – could be anyone. From a local scout club, to a dental practice, to a chain of national high street retailers, defibrillators can be found almost anywhere.
The creative concept needed to resonate with this very broad, yet quite unique target audience.

INSIGHT

Defibrillators are vital when it comes to saving someone’s life during an out of hospital cardiac arrest. Every minute without CPR and defibrillation reduces a person’s chance of surviving a cardiac arrest by around 10%.
Effective CPR and using a publicly access defibrillator before an ambulance arrives can double the chance of survival. But with up to 70% of the nation’s estimated 100,000 defibrillators unknown to ambulance services, dispatchers are often unable to point bystanders to the nearest defibrillator, rendering them invisible in emergencies.
People often think that buying a defibrillator is enough. Or that because they know where one is, the ambulance services do too. If a defibrillator hasn’t been registered on The Circuit, then it may not live up to its potential of saving a life.

Rather than focusing on the potential lives lost by not registering a defibrillator, we devised campaign messaging that focused on the positive of saving more lives. For some, purchasing a defibrillator can also be a box checking procedure, so we leant into this checkbox mentality, adding it as a step to setting it up.
Our leading campaign visuals were also able to flex and align with the four leading charities supporting the innovation, allowing their audiences to build trust and brand recognition with the newly created The Circuit.

The Impact