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By John Glenday, Reporter

April 7, 2022 | 2 min read

Hibs and Hearts football players are setting aside their on-field differences during the Edinburgh derby on Saturday by wearing ‘The Extra Time Badge’ on their shirts to promote awareness and education of the Cardiopulmonary resuscitation (CPR) procedure.

Prominently embroidered on the jersey of every player, the badge encourages fans to learn and apply the technique, providing the vital ‘extra time’ necessary to save a life.

Designed by The Leith Agency, the badges are being made freely available to teams and individuals in the hope that other UK clubs will adopt the badge in a show of unity. This follows the harrowing experience of Danish player Christian Eriksen, who suffered a cardiac arrest while playing in last year’s Euros, saved only by the rapid response of paramedics.

Greg McEwan, commercial director at Hibernian FC, commented: “Having the Extra Time badge on our shirts in the place where CPR should be performed sends out a really powerful message and will hopefully educate supporters, young footballers, coaches and parents on the key steps of CPR.”

John McPartland, creative director of health at Leith, added: “Every week we’ve spent working on the campaign there have been incidents around the country where CPR could have saved somebody’s life, and this drove us forward constantly. This is not your traditional awareness campaign – we wanted to produce something that can help people, at the exact moment when they need it most.”

An estimated 350,000 cardiac arrests occur in the UK each year outwith a hospital setting, 40% of which occur in people aged 18 and under. The chance of survival drops by around 10% for every minute spent without CPR or defibrillation following a heart attack. Despite this, 38% of adults are unlikely to ever perform the procedure due to a lack of education and confidence.

The campaign follows the fictional Succession takeover of Hearts embraced by HBO and Now TV in a PR stunt to mark the third season of the hit show.

Brand Purpose Hibernian Heart Attack

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