PHD knew that CPR is one of those things people feel they should know, but don't, so the aim here was to remove any barriers to learning how to save someone's life.
Google’s BrainJuicer research shows that where both emotional messages ("people will die") and rational messages ("this is how to save someone") are required, digital content is more effective when focused on the rational.
A long-form instructional film was posted on YouTube featuring Vinnie Jones from Grey’s British Heart Foundation TV ads. The BHF website also offered further content, including a mobile app that helps you practice hands-only CPR, all backed by PR and social media management.
Forty-two million people over the age of 15 saw the TV spot, while 2.1 million also sought out the full-length version online. PHD also believes the campaign has saved at least 27 lives to-date.
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