1,400 people in Northern Ireland die every year due to sudden cardiac arrest. Defibrillation within 3 minutes of collapse can increase the chance of survival to over 70%, but this can be difficult with a population that is spread across rural areas. The Henderson Group saw an opportunity to contribute. With 300+ stores across Northern Ireland, they decided this was a chance to make a real and lasting impact on the communities served by their stores. By fundraising to bring Automated External Defibrillators to their stores, potentially life-saving treatment could be within reach. Our task was to encourage people to make a donatation at their local stores.
We developed a campaign – across a range of media channels – to encourage people to donate money to protect the heart of their local communities. Approachable, friendly illustration and a heart rhythm visual helped connect the store to the community and the people it could benefit.
The campaign launched in Autumn 2015 and to date with over £180,000 raised the campaign is well on its way towards meeting the 300+ AED target, with 100 devices in the process of being installed. The campaign’s role has been vital in developing a creative and messaging platform, raising awareness and driving interaction and engagement and ultimately encouraging donations. It’s a pride-inducing and worthy cause!