eight&four Drives Record Results for British Heart Foundation

To highlight the importance of CPR training during Heart Month, social agency eight&four brought on board A View From A Bridge to support the charity’s mission to put CPR on the map, as part of a wider national campaign across social, press and PR.

Building on the BHF’s project called The Circuit, which maps out the locations of every defibrillator in the UK, this social-first co-created activation harnessed the power of real storytelling to show how learning CPR saves lives. Thanks to the charity’s RevivR tool, people can learn CPR in just 15 minutes.

In the video, Charles Leonard from Wimbledon shares his personal story of cardiac arrest over the phone. Situated on a bridge in Canary Wharf where he works, Charles recounts how he bounced back from his near-death experience and is now able to run marathons. As the camera slowly zooms out, he calls on the public to learn CPR as that might one day save someone’s life – like his own.

eight&four sourced and identified the content creator A View From A Bridge – a viral social account where people share thoughts and musings via a telephone – as the perfect community through which to share Charles’ journey with the British Heart Foundation.

The 90-second video struck a chord and has been watched more than a quarter of a million times delivering 10,000 engagements over a few weeks, while the comments section was buzzing with the community talking about CPR and engaging with the issue. The content delivered significant impact with an engagement rate of 3.3% and became BHF’s top performing piece on social.