Recipe

London

C.A.R.E

The Challenge

Thousands of families feel the impact of cardiac arrest each year. More than 30,000 out-of-hospital arrests happen every year, and fewer than one in ten survive. If more people knew what to do, they would be ready to act and more lives could be saved. The problem was that learning what to do was complicated. There was no simple way to learn or remember what to do in time of cardiac arrest.


Our Approach

Our breakthrough was positioning the campaign as caring for a loved one’s heart (as oppose to your own). This went against all heart health literature, which was about making big changes to your behaviour and diet to help your heart. By doing so, we were able to strike an emotional chord and inspire people to learn our four simple steps to save someone else’s life.


The Campaign

We needed an acronym to simplify the complicated process of learning how to deal with cardiac arrest. Off the back of our ‘spark’, the C.A.R.E. for a Heart campaign was born. We created our four steps:

•Closet Defibrillator

•Arrest?

•Resuscitate

•Early Defibrillation

… and produced a video for each step featuring different characters that make complex first aid easy to understand.


The Results

·       59% of those reached are now defib ready.

·       304,000 views.

·       361 pieces of coverage nationwide.

·       Almost 4 million impacts.


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C.A.R.E

Thousands of families feel the impact of cardiac arrest each year. More than 30,000 out-of-hospital arrests happen every year, and fewer than one in ten survive. If more people knew what to do, they would be ready to act and more lives could be saved.

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Recipe

020 7268 6440 ed@reci.pe