Pro bono

Campaign: Hard and Fast

Client: The British Heart Foundation

WPP Company: Grey London

Every year 30,000 people in the UK collapse from a cardiac arrest. Only 10% survive. The British Heart Foundation (BHF) believed these numbers could improve if more people were confident enough to administer Cardiopulmonary resuscitation (CPR). Grey London created a TV, direct mail, press and online campaign showing British ‘hard man’ Vinnie Jones demonstrating how to perform hands-only CPR to the rhythm of Bee Gees classic Stayin’ Alive. Grey also created an online training video which received over 1 million views in the first five days (the target was five years) and is now being used by health professionals across the UK.

The campaign has won 24 awards including five British Arrows, four Cannes Lions, three Creative Circles and a Campaign BIG Award and prompted almost 100,000 people to sign the BHF petition to make emergency life-saving courses compulsory in schools. To date, 35 lives have been saved by hands-only CPR performed by people who learned it from watching the advertisement.