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The Circuit is a new initiative from the BHF; it's aim is to document and make visible the network of defibrillators across the UK to improve outcomes of cardic arrests that happen within the community.
The challenge was far from straightforward. From a local scout club, to a dental practice, to a chain of national high street retailers, defibrillators can be found almost anywhere. We were tasked with reaching 'defibrillator guardians' – someone who is responsible for managing a defibrillator – and urge them to register their defibrillator on The Circuit.
The creative concept needed to resonate with this very broad, yet quite unique target audience.
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 accessible 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.
Following the successful launch of the campaign, 30,000+ defibrillators were then registered.
The campaign also encouraged a 20% uplift in registered guardians in the two months post-launch, as well as 112 new multiple defibrillator accounts created.
We also created amplification assets for BHF partners and advised on toolkits for big sponsors including Tesco, ensuring awareness of The Circuit was spread across the nation.
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