Advertising Agency: Prism Advertising, Dubai, United Arab Emirates
Creative Director / Art Director / Senior Copywriter: Cherry Koshy
Art Directors: Shyjith Kannur, Binu Koshy
Illustrator: Matt Lee
Associate Client Servicing Director: Madiha Khan
Director of Operations: Masuood Ul Rashid
Chief Executive Officer: Amit Vardhan
Production Designer: Umesh Nambiar
Client: Sarah Morton
Problem: 70 % out-of-hospital cardiac arrests happen in homes or outdoors. Timely CPR (Cardiopulmonary Resuscitation) with chest compressions and ventilation gets the blood pumping to the heart and brain, while waiting for the defibrillator to arrive. Unfortunately, only 46% of people get immediate attention before professional help arrives.
Insight: In the Middle East owing largely to poor knowledge of CPR, there’s a prevailing fear among bystanders of getting involved in helping people who experience a sudden attack. This is owing to lack of awareness and the sheer fear of the CPR process being a complex one involving too much technicality.
Idea/Execution: As a pioneer in healthcare, defibrillators and heart-related equipment, Philips Healthcare saw an opportunity to educate people on CPR through an interactive ‘Vertical CPR Poster’ with a ‘heart shaped’ button in the center. When pushed, the heart sent out ECG waves lit up with LED technology, mimicking the exact pressure applied in a normal CPR. This was backed by educational tips involving CPR. To drive relevant interaction, Philips partnered with Thumbay Hospital where the poster was installed in a high traffic area between the Cardiology department and the reception.
Results: One-on-one interactions with the poster increased among patients with Word of Mouth awareness spread. With doctors recording reactions among patients walking in within the hospital and images shared online, awareness was up by 40% .