Hands for Life Campaign
Collateral, Media Placement, Public Relations, Social Media
If you saw someone you love having a heart attack, wouldn’t you want to know what to do?
Hands for Life is a free CPR-training initiative designed to teach anyone how to be a life-saver in just 15 minutes. In 2015, organizers from Stamford and its surrounding communities set out to train 10,000 people in hands-only CPR and the use of automated external defibrillators (AEDs) in a single week.
Leveraging the Brand
The Hands for Life logo was simple and effective, so it was the focal point of all the collateral materials we designed (from the e-vite and postcards to flyers and posters), and we used the call-to-action right in the headline – “Lend a Hand Save a Life.”
Having a Social Impact
Social media played a key role in building awareness and creating buzz for the Hands for Life events. This included: daily posts on Facebook; a dedicated Facebook event page to invite (and confirm) attendees; and a grassroots “I’m learning CPR because…” campaign that was executed at a major downtown concert series. People from across lower Fairfield County were eager to pose with the white board and provide their response, which was then shared via media by organizers and individual supporters alike.
Using the Media
Not only did the campaign garner placements and interviews with print and broadcast outlets, we leveraged our local ad contacts to plan a media buy that included full-page print ads, radio spots, transit and mall signage, and more.
By the end of the week, more than 10,000 people completed the life-saving training. And it certainly felt good to see our work make a real difference.