What was the aim of the technology?
Research by the British Heart Foundation found that more than 30,000 people suffer out-of-hospital cardiac arrests in the UK every year, and fewer than one in ten survives. The charity developed a campaign on Twitter that used the platform’s heart-shaped "like" button to promote the need for public CPR training in a powerful way. The campaign took place on Restart a Heart Day, a big PR moment for the BHF.
How did it do it?
When Twitter users liked the campaign’s key tweet, they received a personalised response. One in 11 learned they had survived, and the remaining ten were told that because nobody near them knew CPR they had died. Their user journey then reflected their result, with personalised landing pages and calls to action. The charity promoted and pinned the tweet at 7.30am to coincide with an appearance on breakfast television, leading to a huge spike in interest.
What did it achieve?
More than 26,000 people took part and received personalised responses. There were more than 47,000 mentions of #RestartAHeart globally over seven days, and a 1,163 per cent year-on-year increase in UK mentions on launch day. The total cost was just £10,000, spent entirely on Twitter advertising as development was carried out on a pro-bono basis by Twitter.
What did the judges say?
"It was a very innovative and, on the face of it, simple campaign that generated a lot of media and sector interest," said Nick Radmore, deputy director of brand and content at Great Ormond Street Hospital Children's Charity.
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