Following the events that have shaken the footballing world in the past week, yesterday (Thursday 17th June) we were proud to help create a powerful contextual moment for the British Heart Foundation to deliver a vital “help save lives, by learning CPR” message in ITV’s live Euro 2020 coverage of Denmark v Belgium.
Working with ITV, we created a contextual ad break slot which was scheduled before the match around the moments pundits would be talking about the harrowing events around Christian Eriksen’s collapse last Saturday.
The ad creative was conceived and produced in less than two days by the BHF’s newly appointed advertising agency Saatchi & Saatchi.
Voiced by former footballer Vinnie Jones – who starred in the BHF’s award-winning ‘Hard & Fast’ CPR campaign in 2012 – it uses the context of Euro 2020 to highlight how the unexpected can happen anywhere and to anyone.
You can watch it here.
The new ad will be supported in social channels and PR throughout the remainder of the tournament.
Claire Sadler, Executive Director of Marketing, Fundraising and Engagement at the British Heart Foundation, said: “This week’s sobering events have thrust the lifesaving impact of CPR onto the public agenda worldwide. As the UK’s heart charity, we have campaigned for many years to create a Nation of Life savers with the skills and confidence to perform CPR. We therefore felt a responsibility to use this moment of renewed public interest to encourage people to learn these vital skills.
“It has been an immense team effort from the BHF marketing team, and our agency teams at PHD and Saatchi and Saatchi, to create the ad in less than a day. We hope the result is that more people learn CPR and more lives are saved.”
Fergus Barnett, Managing Partner at PHD said: “This is an important message that will be delivered with impactful context. We owe the team at ITV a massive thank you for their flexibility and agility whilst working with us to make it happen and salute the team at Saatchi & Saatchi for creating and delivering such a powerful ad under such immense time pressure.”
If you’d like to learn more about CPR, visit www.bhf.org.uk/cpr
