Streams of (un)consciousness

Agency: PHD
Client: British Heart Foundation

If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life. So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest.

Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitch streams, mimicking the unexpected impact of a cardiac arrest. Viewers shared shock and concern before each streamer re-appeared to explain what had happened and why they’d got involved. Some streamers even went on to do live CPR demos as content on their streams. The overall campaign reached 714,620 new potential lifesavers. But it only takes ONE to save a life. Weeks later, one of our streamers received a message telling him that his CPR demo had saved the life of his 2yr old niece.