Third Sector Awards 2017: Digital Innovation of the Year - British Heart Foundation for #RestartaHeart

Third Sector Promotion Markel

Awarded to a charity or social enterprise that is pushing the boundaries of digital technology to reach supporters, donors, or beneficiaries

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.


Beehive (CAST)

British Red Cross for First Aid with Amazon Alexa

Mencap for Here I Am

Oxfam GB for My Oxfam app

Reason Digital for The Gone For Good charity app

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in
RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now