Sky Bet and British Heart Foundation – Every Minute Matters

BACKGROUND

Sky Bet teamed up with the British Heart Foundation to raise awareness of its Every Minute Matters campaign – to highlight that a delay in administrating CPR, reduces the chance of survival by 10% with each minute that passes. ON were tasked with helping to recruit 270,000 people to learn CPR by urging everyone to take the 15-minute free online training tool RevivR.

OUR THINKING

To empower the public to perform CPR if ever the need arose, was of paramount importance.  With the ‘Re-Start 11’ squad made up of past and present football stars like David Ginola, Graeme Souness and Glenn Hoddle, on hand to talk about their own experiences of heart attacks, our goal was to kickstart the campaign by spreading the message that learning CPR was possible in 15 minutes.

RESULTS

FINAL SCORE: As anticipated, the story hit the back of the net – reaching an audience of almost 25 million and spanning over 60 broadcasters including BBC Radio 5 Live, LBC, talkSPORT and Sky News.