Philips launches new campaign via iris Singapore to train retirees in the life saving skills of CPR

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Retiree Rescue.jpgEvery year in Singapore, at least 1,800 cases of cardiac arrest take place outside of hospital settings. Currently, only 13.8% survive. Philips, in collaboration with the Singapore Heart Foundation, has launched ‘Retiree Rescue’, as part of a mission to change those stats for the better. 

The chance of survival for a cardiac arrest patient decreases by up to 10 percent every minute – with most attacks proving fatal in 10 minutes.  It can take emergency services 11 to arrive.

 

While there are AEDs or ‘automated external defibrillators’ such as the Philips HeartStart situated in most public spaces around Singapore, most bystanders are not equipped with the necessary confidence to respond to cardiac emergencies.

 

The campaign, which was developed by iris Singapore for Philips aims to equip retirees with the training and confidence to become rescuers- by offering a complimentary training programme with hands-on lessons with the Philips HeartStart AED.

 

The campaign kicks off with a recruitment film to show the first batch of retirees being trained. This is part of a bigger ambition, to change behaviour and help save lives by raising awareness around sudden cardiac arrest, and the need for more individuals to be trained in Cardio Pulmonary Resuscitation (CPR) and the use of Automated External Defibrillators (AEDs).

 

Retiree Rescue3.jpgRetiree Rescue2.jpgWinston Phua, Head of Brand, Communications and Digital at Philips ASEAN Pacific: “At Philips, we constantly innovate to find ways to make life better. With the ‘Retiree Rescue’ campaign, we want to debunk the myth that only trained medical professionals can help save lives. In fact, we aim to educate the community on how almost anyone can play a part in helping victims of sudden cardiac arrest with the right training and equipment through this campaign. With the right training, we can give more people the confidence to provide CPR and to use an AED during times of emergency to help those in need, so that we can all play a part in helping to save lives.”

 

Ed Cheong, Executive Creative Director at iris Singapore: “Personally, I’ve lost someone dear to sudden cardiac arrest. Many have. When the life of a loved one hangs in the balance, what wouldn’t you give just to buy more time? That’s what this project is ultimately about. For no matter how impactful Philips HeartStart AED is, it’s futile without rescuers applying it in times of emergencies.”

 

Credits –

Executive Creative Director: Ed Cheong

Creative Group Head: Sylvester Poh

Senior Creative: Boo Wei Yi

Senior Planner: James Honda-Pinder

Regional CEO: Luke Nathans

Business Director: Francesca Babet

Senior Account Manager: Linda Avriani

Senior Producer: Tasmin Vosloo

Director: Henry Jen

Client: Philips – Head of Brand, Communications and Digital: Winston Phua