|Industry||Health & Pharmaceutical Products|
|Media||Film, Digital, Interactive & Mobile|
|Creative Group Head||Sylvester Poh|
|Executive Creative Director||Ed Cheong|
Credits & Description
Every 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.