This was a three-month media campaign for the Heart and Stroke Foundation of BC to promote their new app, educating and training people on how to respond to cardiac arrest. The goal of this creative multi-media campaign was to start a conversation about the importance of bystander response in saving lives. The campaign received coverage in 18 different media outlets, including the CBC TV, The Vancouver Sun, Ottawa Citizen, Province and many local, community papers.

Results:

• 18 news stories
• More than 12,000 downloads of the app, much more than expected
• Seen by 2.35 million readers in print
• Viewed/heard by 968,000 on TV and radio
• Read by 6 million online