Life has its ups and downs
Campaign for the Svenska Rådet för Hjärt-lungräddning
The assignment
Concept and campaign
Production
Paid social
When a heart stops beating
A sudden cardiac arrest can affect anyone. At any time. In the midst of everything that is life itself. For the launch of Svenska HLR-rådet’s (Swedish Resuscitation Council’s) new web-based CPR training, Byn has developed the concept and campaign ‘Life goes up and down.’
Life is full of ups and downs. Wonderful days and somewhat dull hours. Minutes to remember forever, moments you’d rather forget – and everything in between. The curve is never flat. That’s life.
Until a heart suddenly stops. Then, it’s urgent. Unless the curve quickly regains its usual peaks and valleys, it always leads to death.
Every day, approximately 20 people in Sweden suffer sudden cardiac arrest outside of a hospital. Far too few survive. Svenska Rådet för Hjärt-lungräddning wants to change that.
Alla kan HLR is a digital interactive training course in cardiopulmonary resuscitation (CPR). It only takes 15 minutes to complete and is completely free. The setup is suitable for both adults and children from 10 years old. All that is needed is a mobile phone and a pillow, or a stuffed animal.
The training is a complement to practical adult CPR (with a dummy) and aims to increase knowledge about CPR. The goal is that more people will be able to take action during a cardiac arrest and save lives.
In preparation for the launch of the ‘Alla kan HLR‘ (Everyone Can CPR) training program, we at Byn worked with concept development, campaign planning, production, and rollout, including in social media.