Challenge

30,000 cardiac arrests happen out of hospital each year, with less than one-in-ten people surviving.

How can we convince people to learn CPR to increase that number?

Idea

The world's first Twitter campaign powered by hearts. We produced the auto-response in time for "Restart A Heart Day", a dedicated day to training people in CPR.  By liking ('hearting') the campaign Tweet a response was triggered, which recreated the real world odds of survival. Less than one-in-ten people received a message of survival whilst others received a thought provoking truth that without the necessary CPR they had not survived. ‎

Results

The response to the campaign was heart-warming, not only did we hit all our original targets there was an +1160% increase in mentions or #RestartAHeart from the previous year and more importantly, 4,000 sign ups to the CPR training site after seeing the campaign.

Recognition

Shortlisted for a Cannes Lion
Featured in Creative Review: The Annual
Won Gold at the Media Week Awards - Media Idea Under £250k Third Sector award - Digital Innovation
PRCA Digital award - best social media campaign