It comes after the dramatic collapse of a footballer on the pitch last week whose life was saved through immediate resuscitation and defibrillation.
The British Heart Foundation (BHF) has teamed up with Vinnie Jones to urge the UK to “save lives by learning CPR” after a Danish footballer who collapsed during a European Championship match was thrown from tech saved his life.
Christian Eriksen suffered cardiac arrest during a game against Finland in scenes that rocked the football world last week.
Former player and actor Vinnie Jones has a 40-second message for the Heart charity, which will be broadcast on ITV while pre-match coverage of the Denmark v Belgium game on Thursday.
The film, created by Saatchi & Saatchi, BHF’s newly appointed advertising partner, sends a simple and haunting message – that learning CPR helps save lives.
In the UK, fewer than 1 in 10 people survive cardiac arrest outside of d es hospital, and every minute without CPR and defibrillation decreases a person’s chances of survival by up to 10%.
However, the BHF says that in countries where CPR is widespread and defibrillators are more readily available for public access, survival rates are up to three times as high.
Jones said: “Like millions of people around the world, I watched with horror as Christian Eriksen suddenly collapsed last week. But immediate CPR and defibrillation saved his life.
“By working with the British Heart Foundation, I hope we can inspire millions more to take the time to learn these vital skills. The message is simple: learn CPR and become a potential lifesaver. As Saturday showed, you never know when you might be called to save a life. ”
The BHF had over 2,000 percent more visitors to its website learning CPR and how to use a defibrillator used. The charity’s website offers video lessons on these life-saving skills.
Claire Sadler, Executive Director of Marketing, Fundraising and Engagement at BHF said, “This week’s sobering events have put the lifesaving effects of CPR on the public agenda around the world . As the UK Heart Charity, we have been committed to building a Nation of Life Saver with the skills and confidence to perform CPR for many years.
“It has been an immense team effort from the BHF marketing team and our agency teams by PHD and Saatchi & Saatchi to create the ad in less than a day. We hope the result is more people learn CPR and more lives are saved. ”
The charity has been committed to creating a Nation of Lifesavers built on skills and confidence for many years to perform CPR in the event of cardiac arrest. Learning CPR is now on the secondary school curriculum in England and Wales and all 32 local authorities in Scotland are committed to training all students before leaving school. The charity remains committed to making it a compulsory part of the curriculum in Northern Ireland.
Dr. Charmaine Griffiths, Executive Director of the British Heart Foundation, said: “The shocking events of the past week have touched so many people around the world. There is no doubt that CPR and the use of a defibrillator saved a life. But today the tragic reality is that fewer than 1 in 10 people survive cardiac arrest outside of the hospital, and far too many people lack the confidence to perform life-saving CPR.
“We’re excited to be working with Vinnie again to help Urging people to take just a few minutes now to learn life-saving CPR. The most important thing is that when someone goes into cardiac arrest, you need to act. Call 999, start resuscitation right away, and ask someone to bring the nearest defibrillator in case one is around.
Saatchi & Saatchi developed the film, and ITV and PHD came up with the contextual slot, which airs before the game starts.
Lauren Dyer, Creative Director at Saatchi & Saatchi said, “Our message and goal for this campaign was simple; that learning CPR is life-saving. We are grateful for everyone who is pulling together so quickly to help us get the important message across BHF, from ITV to Vinnie Jones. Because if more of us would learn CPR, more lives could ultimately be saved, on or off the pitch. “
Fergus Barnett, Managing Partner at PHD, called it” an important message that is conveyed in an effective context “.
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