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BHF uses LEGO in first aid campaign

Uses toy to promote use of hands-only CPR

The British Heart Foundation (BHF) has turned to iconic LEGO building blocks for its latest resuscitation first aid advert.

The new campaign, created by London-based media agency PHD, was designed for online media, the British Heart Foundation told PMLiVE, and aims to promote the use of hands-only CPR.

The advertisement – a LEGO recreation of the 'Hands-only' ad featuring actor Vinnie Jones – had its only TV airing in a break during the February 9 episode of ITV's 'Dancing on Ice'. Shown alongside three other adverts, it formed part of the world's first LEGO ad break.

Also getting the LEGO treatment, as part of the promotional campaign for the new LEGO film, were ads for Premier Inn, BT and Confused.com.

While it is not destined for a second TV airing, the BHF ad has proved popular online; more than 100,000 people having already viewed it on YouTube. The charity is promoting the video through its website and social media channels.

The original cardiopulmonary resuscitation ad continues to attract tens of thousands of views each month, with its training video having been viewed nearly 4 million times.

“We expect the LEGO version will continue to be popular in the same way. We do hope that the new Hands-only CPR advert will help pass on important life-saving messages to a younger audience as LEGO is so popular with children,” a BHF spokesman told PMLiVE.

According to the BHF, victims can survive an out-of-hospital cardiac arrest, but only if they receive immediate CPR – this unfortunately does not take place in the majority of cases in the UK, the charity said.

Untrained bystanders wanting to help victims of a cardiac arrest should carry out hands-only CPR, as demonstrated in both the original and LEGO versions of this advert.

Article by
Tara Craig

18th February 2014

From: Marketing

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