In 2008 it was found that the rhythm of the Bee Gees hit Stayin’ Alive matched the same number of beats per minute for chest compressions whilst administrating CPR on a victim of cardiac arrest.
Based on this catchy insight The British Heart Foundation with Grey London have created an outstanding campaign uniting humour and music to get across a strong public health information message that clears up considerable confusion and helps to save lives (sadly only 10% of people who suffer cardiac arrest outside hospital survive).
And who better to bring this to life than our favourite British ‘hard man’ – Vinnie Jones (plus matching thugs). What is so brilliant about the ad is the attention to the finest detail throughout. The styling, location, acting and spot on dialogue ensure you pay attention to what you are being told even down to where to place your hands … ‘on the sovereign.’
“First off you call 999 ….. I know” – look to camera
“Here’s one I made earlier …” as an ain’t-breathing ‘volunteer’ is slid across the lock up floor.
“No kissing … you only kiss your Mrs on the lips” – those reluctant to practice mouth to mouth through fear of catching something now have no excuse.
The consistency of message throughout the campaign as well as use of social media to spread the word is second to none and highlights a good idea can run and run. The campaign has already received over a million hits on YouTube.
Taking it one step further, the BHF are campaigning to get Emergency Life Skills onto the national curriculum and have started an online petition – no bad thing considering the constant pressure the NHS is under.
It’s a long way from the ‘do or die’ government health messages of the 80’s and I hope the deserved success of this campaign helps raise the mission, profile and reach of the British Heart Foundation for years to come.
#hardandfast