Medtronic Diabetes Promo, Case study SAVE-A-LIFE SIMULATOR by Colle + Mcvoy, Exponent PR

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United States
Agency Colle + Mcvoy
Director Mike Neleson
Associate Creative Director Derek Till
Executive Creative Director Eric Husband
Copywriter Lee Kimball
Producer Tom Lynch
Account Supervisor Aaron O'keefe
Editor Matt Silver, Carl Martim
Agency Exponent PR
Released November 2012

Credits & Description

Category: Celebrity Endorsement
EP: Beth Wilson (Drive Thru)
Editor: Carl Martim (Colle + Mcvoy)
Interactive Producer: Dan Sundquist (Colle + Mcvoy)
Executive Creative Director: Eric Husband (Colle + Mcvoy)
Interactive Designer: Daniel Hennessy (Colle + Mcvoy)
President: Mark Setterholm (Drive Thru)
Developer: Medtronic Foundation (Medtronic Foundation)
Director Of Broadcast: John Borchardt (Colle + Mcvoy)
Copywriter: Lee Kimball (Colle + Mcvoy)
PR Managing Director: Tom Lindell (Exponent PR)
Producer: Tom Lynch (Drive Thru)
Sound Design: Babble-On (Babble-On)
Associate Creative Director: Derek Till (Colle + Mcvoy)
Mixer/Editor: Greg Geitzenauer (Babble-On)
Editor: Matt Silver (Drive Thru)
Director: Mike Neleson (Drive Thru)
Broadcast Manager: Shannon Laylon (Colle + Mcvoy)
Account Supervisor: Aaron O'keefe (Colle + Mcvoy)
PR Counselor: Annie Dubsky (Exponent PR)
Post Producer: Patrick Levno (Drive Thru)

Sudden Cardiac Arrest, the leading cause of death, kills 400,000 people/year. More than breast, lung, colon and prostate cancer combined. It’s shocking that SCA is also the leading cause of death among active young people. Every three days, another young athlete dies of SCA. Despite medical advances, survival is bleak. Thousands witness SCA every day, but few bystanders help, because they don’t know how. This hesitancy is why 9/10 victims don’t survive. The HeartRescue Project, funded Medtronic Foundation, is dedicated to improving SCA survival through public education. Ricky Rubio helped attract younger and international audiences and teach them how to save a life.

The PR strategy was to teach younger and Spanish-speaking bystanders the basic SCA response steps by offering information, empowering them with the knowledge needed to reduce SCA deaths while breaking down perceived barriers to performing CPR. This targeted audience included culturally influential young people, ages 13 to 19 who are media savvy and define trends.

Social media engagement The simulator was designed to be shareable via Facebook, Twitter and Google+. The social media properties of Rubio, the NBA, including Rubio’s team, the Timberwolves, and the HeartRescue Project were used to engage with influential sports, entertainment, health and Spanish-language media. Influencer outreachOutreach to sports fans, many of whom are young athletes at risk of SCA, was conducted. Rubio urged these influencers through NBA in-game messaging to learn more about SCA by visiting the website. Students were exposed to the campaign via CPR school training sessions and SCA facts delivered by Rubio. Media relationsA worldwide media relations campaign was used to spread the word about the simulator. Sports, entertainment, Spanish-language and high-profile media were provided with facts about SCA in young athletes, as well as media materials and PSAs featuring Rubio’s involvement at the site’s launch in February 2013, during Heart Health Month.

•More than 5.5 million have visited •70% of website visits are direct traffic. •5.5 million who interacted are twice as likely to save a life.•In December 2012 a man used the proper response techniques that he learned from the online videos on a real life victim in March 2013, truly saving his life. Output/Awareness (Website traffic drivers)•Media outreach mentioning Rubio’s involvement in the program garnered 182 million earned media impressions, including high-profile placements in: USA Today, CBS Sports, NBC Sports, Yahoo! News , Telemundo, Hoy •A series of PSAs were distributed, driving direct traffic to oFirst PSA launched in April 2012: 14,285 confirmed telecasts on 151 TV stations reaching an estimated 277,688,195 viewers and obtaining an air time value of $1,385,635; PSA viewership is more than seven times above average PSA viewership levels. oSecond PSA launched in February 2013: results pending

Client Brief Or Objective
The HeartRescue Project’s primary objective is to improve bystander response and survival rates of SCA through education and awareness. The goal of the Save-A-Life Simulator was to train 1 million people how to respond to SCA. Considering the younger, sports-minded audience for this online experience, Ricky Rubio was chosen as spokesperson because of his native ties to Spain and his international appeal to the sports world. Both English and Spanish versions of the site were created to dramatically increase the number of people who would learn these lifesaving tips.

Campaign Description
Sudden Cardiac Arrest (SCA) occurs when the heart suddenly stops beating. Most individuals who experience SCA die, often within minutes. SCA is a leading cause of death, killing more people than breast, lung, colon and prostate cancer combined. It is also the leading cause of death among young, active youth. Thousands of people witness SCA every day, but few bystanders step in to help. This hesitancy is one reason nine out of 10 SCA victims don’t survive. The HeartRescue Project, funded by the Medtronic Foundation, was created to improve how SCA is recognized and treated around the world. Education about SCA and training on how to respond to SCA incidents are the key components of the program’s mission.Studies show the potential survival rates double when people have seen a short video on CPR. However, many of those bland training videos are outdated. Working with the HeartRescue Project, we created a dramatic public service campaign to increase awareness of and traffic to an online learning experience that allows users to virtually learn how to save a life. Visitors to witness the chilling moments surrounding an SCA through a riveting/gripping?, choose-your-own adventure called the Save-A-Life Simulator. A public call to action delivered through a compelling celebrity endorsement drives Web traffic. With international basketball sensation Ricky Rubio taking the lead, the multifaceted campaign has become a viral sensation and a lifesaver — training more than 5 million people to save a life.