Tribal Worldwide and Singapore Press Holdings (SPH) in collaboration with Temasek Foundation Cares have unveiled a campaign highlighting the importance of knowing chest compression and to learn how to use an automated external defibrillator (AED) heart restarter to help someone with a cardiac arrest.
According to the Singapore Heart Foundation, the survival chance of a cardiac arrest victim is just 13.8%. 2,000 deaths in Singapore result from out-of-hospital cardiac arrests every year, where a person’s heart stops beating suddenly.
The campaign titled 'Be a hero. Restart a Heart' is running across SPH’s print, digital, radio and outdoor media. Also, One FM 91.3, Kiss92, and UFM100.3 radio stations are conveying the campaign message through commercial spots with the sound of a metronome at 110 beats per minute (bpm) and by playing song segments within 100 -120 bpm.
SPHMBO’s site, Ocean Financial Centre has rolled out a wall panel display along their underground pedestrian linkway where the life-saving instructions are displayed as removable posters for passers-by.
Elsie Chua, chief marketing officer, SPH, said: “We are delighted to have the opportunity to support this cause through the use of SPH integrated media and to communicate the importance of learning how to restart a heart.”
Jeff Cheong, president of Tribal Worldwide Asia and head of Tribal Worldwide Singapore, said: “The creative concept of the campaign centres around using different mediums to its fullest potential, to educate people on how to restart a heart and help save lives."
"Here at Tribal, we believe in the importance of knowing how to restart a heart, and the proper chest compression procedures. We think that this campaign, for Temasek Foundation Cares and Singapore Heart Foundation, really demonstrates this to the people of Singapore in an interesting and relatable manner.”