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How we launched The Circuit – a life saving network of defibrillators across the UK that improves outcomes of cardiac arrests.
Every year in the UK, more than 30,000 people have an out-of-hospital cardiac arrest (OHCA), with only 1 in 10 people surviving. However, early defibrillation and CPR can produce survival rates as high as 70% in local areas.
It was estimated that only 30% of defibrillators in the UK were known to ambulance services. This means that, based on an estimate of 100,000 defibrillators in the UK, 70% were off the grid and potentially unable to be used in an emergency.
With the launch of The Circuit – the UK’s national defibrillator network, the BHF and its partners could map defibrillators across the UK, connecting them directly and automatically to ambulance services and increasing a person’s chances of survival.
In order to connect the estimated unregistered 70,000 defibrillators to The Circuit, we needed to create a broad creative campaign for a highly targeted audience.
The challenge was far from straightforward. From a local scout club, to a dental practice, to a chain of national high street retailers, defibrillators can be found almost anywhere. We were tasked with reaching 'defibrillator guardians' – someone who is responsible for managing a defibrillator – and urge them to register their defibrillator on The Circuit.
The creative concept needed to resonate with this very broad, yet quite unique target audience.
Defibrillators are vital when it comes to saving someone’s life during an out of hospital cardiac arrest. Every minute without CPR and defibrillation reduces a person’s chance of surviving a cardiac arrest by around 10%.
Effective CPR and using a publicly accessible defibrillator before an ambulance arrives can double the chance of survival. But with up to 70% of the nation’s estimated 100,000 defibrillators unknown to ambulance services, dispatchers are often unable to point bystanders to the nearest defibrillator, rendering them invisible in emergencies.
People often think that buying a defibrillator is enough. Or that because they know where one is, the ambulance services do too. If a defibrillator hasn’t been registered on The Circuit, then it may not live up to its potential of saving a life.
Rather than focusing on the potential lives lost by not registering a defibrillator, we devised campaign messaging that focused on the positive of saving more lives. For some, purchasing a defibrillator can also be a box checking procedure, so we leant into this checkbox mentality, adding it as a step to setting it up.
Our leading campaign visuals were also able to flex and align with the four leading charities supporting the innovation, allowing their audiences to build trust and brand recognition with the newly created The Circuit.
Following the successful launch of the campaign, 30,000+ defibrillators were then registered.
The campaign also encouraged a 20% uplift in registered guardians in the two months post-launch, as well as 112 new multiple defibrillator accounts created.
We also created amplification assets for BHF partners and advised on toolkits for big sponsors including Tesco, ensuring awareness of The Circuit was spread across the nation.
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