SAVE-A-LIFE SIMULATOR by Colle + Mcvoy for Medtronic Diabetes

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SAVE-A-LIFE SIMULATOR

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Industry Public Safety, Health & Hygiene
Media Promo & PR
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 Martin
Released February 2013

Credits & Description

Advertiser: MEDTRONIC FOUNDATION
Agency: COLLE + McVOY
Category: Public Health & Safety, Pubic Awareness Messages
Advertising campaign: SAVE-A-LIFE SIMULATOR
EP: Beth Wilson (Drive Thru)
Editor: Carl Martin (Colle/Mcvoy)
Executive Creative Director: Eric Husband (Colle/Mcvoy)
Interactive Producer: Dan Sundquist (Colle/Mcvoy)
Interactive Designer: Daniel Hennessy (Colle/Mcvoy)
Associate Creative Director: Derek Till (Colle/Mcvoy)
Copywriter: Lee Kimball (Colle/Mcvoy)
Director Of Broadcast: John Borchardt (Colle/Mcvoy)
Editor: Matt Silver (Colle/Mcvoy)
Developer: Medtronic Foundation (Medtronic Foundation)
Director: Mike Neleson (Colle/Mcvoy)
Broadcast Manager: Shannon Laylon (Colle/Mcvoy)
PR Managing Director: Tom Lindell (Exponent Pr)
Account Supervisor: Aaron O'keefe (Colle/Mcvoy)
PR Coundelor: Annie Dubsky (Exponent Pr)
Mixer/Editor: Greg Geitzenauer (Babble-On)
Producer: Tom Lynch (Drive Thru)
President: Mark Setterholm (Drive Thru)
Post Producer: Patrick Levon (Drive Thru)

Outcome
The Save-A-Life Simulator, teaching millions of people around the world how to save a life, was recently credited with helping save a real life—on a basketball court in Chicago. What’s more, the site is being used in training programs by athletic departments, major universities and medical centers globally. More than 5.5 million unique visitors have visited the site, and the campaign has garnered more than 175 million impressions. It’s quickly become the number one online training tool for sudden cardiac arrest.

Client Brief Or Objective
Last year, the HeartRescue Project created the Save-A-Life Simulator, a virtual choose-your-own-adventure game to help teach bystanders how to respond if they witness a sudden cardiac arrest (SCA). It was the first-ever online experience that portrayed many of the possible reactions to witnessing SCA. This year, we wanted to expand the audience to include a younger, global demographic, due to the surprising fact that SCA is the leading cause of death in young athletes. In fact, every three days a young athlete dies of SCA in the United States. And the numbers are much higher, if we take into account the world population.

Implementation
Studies show the survival rate of sudden cardiac arrest doubles if witnesses have seen a short video on CPR. But we needed to find an entertaining way to keep the attention of our younger audience and engage them long enough to learn the crucial steps. Therefore, we enlisted the help of Ricky Rubio, international and NBA basketball star. In this new version of the Save-A-Life Simulator, we depict a young man at the gym who suddenly collapses. Rubio guides users through a series of videos, ultimately helping to save a virtual life. Goal: 1 million visitors.

Relevancy
The HeartRescue Project’s main goal is to improve bystander response and survival rates of SCA through education. Considering our younger, sports-minded audience for this online experience, we chose to use Ricky Rubio because of his native ties to Spain and his international appeal to the sports world. This allowed us to create both English and Spanish versions tailored to our audience and dramatically increase the number of people who would learn these lifesaving tips. The site was also designed to be shareable so that more people will be educated and more real lives could be saved.