Every Minute Matters

Client: Sky Bet and The British Heart Foundation

There are 30,000 out of hospital cardiac arrests in the UK each year, and currently fewer than 1 in 10 survive. Through its ‘Every Minute Matters’ campaign, EFL title sponsor Sky Bet and the British Heart Foundation set out on a mission to raise awareness and understanding of the transformational power of lifesaving CPR. Following Luton Town captain Tom Lockyer’s cardiac arrest on a Premier League pitch, the campaign used the relevance of this moment to stimulate a national conversation amongst football fans – mobilising over 300,000 people to start learning CPR in just 13 months.