Every year 30,000 people in the UK collapse from cardiac arrest outside of hospitals, and only 10% survive. To increase survival rates, all it would take is for more people to have a go at CPR. To give bystanders confidence, the BHF had new news to convey: ‘no kissing’ and just push hard and fast on the centre of the chest. Our campaign starred hard man Vinnie Jones showing how simple ‘Hands-only CPR’ can be, to the iconic track, ‘Stayin’ Alive’ - which is the correct tempo to perform chest compressions.

The campaign has helped save 15 lives to date; these victims had CPR performed on them by people who knew what to do from watching the advert. The film has had over 1.9m views on Youtube, with 72,601 shares across social media in the first 10 days after launch. 51.2% of these Youtube views were referrals from video embedding on external sites, and another 100,590 were from Facebook. The campaign trended organically on Twitter 5 times on launch day, and also prompted 95,000 people to sign the BHF’s Emergency Life Saving skills in schools petition. This was the most successful campaign the BHF has done to date, generating the most YouTube views, mass media PR and editorial and social media activity to date.

The campaign was launched simultaneously across the media mix. The campaign included a 40-second TVC (terrestrial and satellite), which was used to drive awareness and recall, and deliver the core campaign message at scale. A longer format film was created, for YouTube and allowed for further detailed messaging around performing Hands-only CPR.A rich media interactive digital banner campaign was designed to amplify the TV campaign, and deliver greater message understanding. Instore posters in BHF retail shops helped to raise awareness of the campaign, and also promoted the campaign T-shirts, available for sale within store.