Case Study: British Heart Foundation drives CPR awareness and sign-ups with PHD Media's 'Stream of (Un)Consciousness' campaign

British Heart Foundation boosts CPR recall to 94% with PHD Media

The British Heart Foundation faced the challenge of effectively reaching a Gen Z audience, which spends a significant amount of time gaming and is often critical of brands that enter the space inauthentically. To promote its RevivR CPR training tool, the organization partnered with vendor PHD Media to create a campaign that would capture attention without being ignored as a typical ad.

PHD Media devised a disruptive solution by staging a coordinated "flatline" interruption during the live Twitch streams of 14 popular streamers. This simulated a cardiac arrest event to raise awareness and drive viewers to CPR training via QR codes. The campaign achieved exceptional results, including 94% brand recall and CPR training sign-ups at a cost 16 times cheaper than industry benchmarks. Most significantly, the campaign was directly credited with saving a child's life.

British Heart Foundation