Project Retiree Rescue - Philips looks to the most appropriate talent pool in a mission to save lives. Retirees from all walks of life, who now enjoy more time in their community were recruited and trained to join the movement as certified AED + CPR providers. The very demographic group that is more prone to sudden cardiac arrests, now takes on the responsibility of being first responders instead. In collaboration with Singapore Heart Foundation's instructors, with hands-on training with Philips HeartStart AED, retirees are empowered to overcome the mental stigma and encouraged to shift from being a bystander to a rescuer.

To launch the movement, we recruited 33 retirees from different communities to be the first class of retirees that will be trained as rescuers. To reinforce credibility, Philips partnered with Singapore Heart Foundation's instructors to do so. The experience, the ease of learning, and the sense of achievement enjoyed by the pensioners as they become officially certified AED + CPR providers was captured on our launch film. Which was used between 20 April - 25th May across social media buys, display ads, outbrain articles, and YouTube discovery to introduce the movement to Singaporeans. In return, inspiring and enabling more retirees to step forth and join the retiree rescue movement. Which was a simple registration on Philips HeartStart registration site. Four hours worth of training which typically costs up to $109 with Singapore Heart Foundation would be fully sponsored by Philips.

33 retirees graduated from the first class as certified rescuers. Since the project officially launched, another 27 retirees have been trained and certified. Another 240 people will join the project and receive training by the end of May 2017. Philips also plans to extend the movement and train more people across Asia. Though the project has only launched in April, site traffic for awareness and registration of interest in the project has garnered 4761 in unique visits. Click through rate of project awareness film performed with 100% uplift against benchmark.