British Heart Foundation: Hands-only CPR

Ruth Chadwick

Campaign details

Brand owner: British Heart Foundation
Agency: Grey London (lead): PhD, Isobar (contributor)
Brand: British Heart Foundation
Country: UK

Market background and business objectives

Every year in the UK, around 60,000 people suffer a cardiac arrest outside of hospital1. The survival rate to discharge is under 10%2. However, if someone can get the blood circulating again prior to the victim being taken to hospital, the chances of survival increase3. A key way of doing this is by carrying out cardiopulmonary resuscitation (more commonly known as CPR).

So the goal for the British Heart Foundation (BHF) was really simple: Increase the number of people in the UK who successfully conduct CPR when confronted with someone going into cardiac arrest. The communications had to work in such a way that remembering how to do CPR became like second nature.