British Heart Foundation and Saatchi & Saatchi show the power of responsive advertising.

An ad made in just one day shows the power of creativity to change behaviour.

Nicola Kemp

Editorial Director


‘This is the ad we never expected to make’. The opening line of the British Heart Foundation’s film which calls on the UK to ‘help save lives, by learning CPR’ underlines the 

As Denmark’s Euro 2020 season kicked off with a game against Finland midfielder Christian Eriksen suddenly collapsed to the ground, before first responders performed CPR (Cardiopulmonary resuscitation) on him. The player was subsequently stabilised. 

This moment of shock, was successfully turned in a moment for education by the British Heart Foundation with the creation of a film, voiced by Vinne Jones, calling on the UK to

 “help save lives by learning CPR”.

Jones returned to the British Heart Foundation to record a 40 second message for the heart charity, which aired during pre-match coverage of the Denmark vs Belgium game on ITV.

The film delivered a powerful message; less than one in ten people survive an out of hospital cardiac arrest in the UK, and every minute without CPR and defibrillation, decreases a person’s chances of survival by up to 10%. 

However, the BHF says that in countries where CPR is widely taught and public access defibrillators are more readily available, survival rates are up to three times as high.    

Actor and footballer Vinnie Jones, explained: “Like millions of people around the world, I watched in horror as Christian Eriksen collapsed suddenly last week. But immediate CPR and defibrillation saved his life.” 

He continued: “By teaming up with the British Heart Foundation, I hope we can inspire millions more people to take the time to learn these vital skills. The message is simple - learn CPR and turn yourself into a potential life saver. As Saturday showed, you never know when you might be called upon to help save a life.”

Claire Sadler, Executive Director of Marketing, Fundraising and Engagement at the British Heart Foundation, added that the ‘sobering events’  have thrust the lifesaving impact of CPR onto the public agenda worldwide.  She continued: “As the UK’s heart charity, we have campaigned for many years to create a Nation of Life savers with the skills and confidence to perform CPR. It has been an immense team effort from the BHF marketing team, and our agency teams at PHD and Saatchi and Saatchi, to create the ad in less than a day. We hope the result is that more people learn CPR and more lives are saved.”

Lauren Dyer, Creative Director at Saatchi & Saatchi, added: “Our message and objective for this campaign was simple; that learning CPR is lifesaving. We’re grateful for everyone pulling together - so fast - to help us get BHF’s important message across, from ITV through to Vinnie Jones. Because ultimately, if more of us were to learn CPR, even more lives could be saved, on or off the pitch.

A compelling example of the power of tactical advertising to educate viewers and ultimately to save lives. 

To learn CPR visit:

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