How British Heart Foundation drove cardiac care by putting defibrillators on the map
Eight&Four and the British Heart Foundation won at The Drum Awards for Digital Industries 2022 in the not-for-profit/charity category for its National Defibrillator Network. Here, we find out what went into this mapping project.
British Heart Foundation jump-starts cardiac care by placing defibrillators on the map
Faced with the fact that just one in ten people survive out-of-hospital cardiac arrests in the UK, The British Heart Foundation set itself the goal of bringing life-saving equipment into the community by establishing a national defibrillator network.
Implemented by Eight&Four, the campaing amps up messaging around the need for early intervention by pointing ambulance crews in the right direction to access the equipment they need to save a life.
Eight&Four were asked to craft social messaging by encouraging the public to add defibrillators to the map in an effort to pin down precise location data for the estimated 100,000 defibrillators in the UK.
This data was to be collated within a central database dubbed The Circuit amid concerns that the whereabouts of up to 70% of these defibrillators were unknown.
Conscious not to be judgmental, the campaign nudged defib guardians to register their installation. asking audiences to bring their influence to bear to make this happen.
Creative content inspired by the electric shock needed to reset a faltering heart drove an awareness-building campaign, which sought to target the custodians of each defibrillator – be they scout clubs, dental practices or retailers.
Inspired by an electronic circuit board, the illustrated map tags all known locations, with unknown sites 'breaking' the active circuit.
Augmenting this activity were videos, display ads, web banners, leaflets, telemarketing and email campaigns.
An overwhelming response has seen the number of registered defibrillators rise to 58,840, filling out geographic gaps in knowledge.
The multichannel campaign generated 1.3m impressions on Facebook and Instagram, 1.1m Twitter impressions, and 786,051 LinkedIn impressions.
This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.