HOW THE NETHERLANDS WERE PROVIDED WITH MORE AEDs

CLIENT Dutch Heart Foundation

Partner Triple Double

AWARDS & NOMINATIONS 2 x Sabre Award, Bronze Effie, nomination European Excellence

Timely CPR performed with help of an AED drastically improves the chance at survival after a cardiac arrest. Every year, around 17,000 people suffer from a cardiac arrest, and people who receive CPR within 6 minutes have the best chance at survival. But in order to achieve that, you need enough registered and available AEDs. An AED is a portable device that can restore the heart rate after a cardiac arrest.

The Dutch Heart Foundation asked Bijl PR to develop a campaign that convinces civilians, companies and organizations of the importance of AEDs and encourages them to register already purchased AEDs, as well as invest in new ones (and register them).

STRATEGY AND APPROACH

Our communication plan consists of two tracks:
1. We ask people, companies and civil organizations that already have an AED, to install them outside and register them with the national CPR call-system ‘HartslagNu’.

2. We encourage people to purchase an AED for their neighborhood. Together with Triple Double, we develop a campaign that enables people to purchase such a so-called ‘BuurtAED’ (Neighborhood AED) through crowdfunding. For every AED purchased, Philips sponsors part of the cost.

The swift deployment of an AED is of immense importance for the chance at survival after a cardiac arrest. Wherever possible, AEDs should be available 24/7. The best chance at survival after a cardiac arrest is to call the emergency number immediately, start CPR within 6 minutes, and use an AED.

Floris Italianer
CEO Dutch Heart Foundation

We research the availability of AEDs in the Netherlands and ask people if they’re aware of the nearest AED in their neighborhood. We share the results with regional and national media. We also make use of the data of Dutch Heart Foundation, such as the fact that 64 AEDs have been installed along the Dutch coast.

RESULTS

Increased in percentage of registered AEDs in the Netherlands

65%

Dutch neighborhoods now have an AED

1,700

raised through crowdfunding

2 million+

people reached with our campaign

60 million

What made this case so special was the fact that it actually helped us save lives. There is no way to not be proud of that. Getting further recognition in the form of an award was the icing on the cake.

Marjoleine van Klaveren

Consultant

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