RESUSCITATION
COUNCIL
CPQR
CODE
We turned a logo into a tool that would teach people to save lives.
So far the CPQR code has been adopted by dozens of NHS trusts and ambulance services across the UK. It’s even been used to help save the life of a commuter who had a cardiac arrest on a train. Who says you can’t help save lives in advertising?
INTRODUCING
THE CPQR CODE
80% of cardiac arrests happen at home and not enough people know CPR. So we created a tool that would do just that. The CPQR code directs people to a short film that teaches CPR in under two minutes.
BRENTFORD FC PARTNERSHIP
As well as a nationwide OOH campaign, we partnered with Brentford FC – who’s affiliation with Christian Eriksen, the player who famously suffered a cardiac arrest at Euro 2020, made it even more relevant – to put the code on the chest of their shirt during their premier league home game with Chelsea. It also featured on the match day programme and encouraged fans to scan the code on hundreds of screens throughout the ground.
OUT OF HOME
Christmas Rescue Wrapping PAPER
This Christmas, as families come together in their homes for festivities, the number of cardiac arrests is expected to increase by as much as 15%.
To combat ‘Holiday Heart Syndrome’, we plan to create life-saving wrapping paper, decorated with the CPQR code, to teach people how to perform CPR.
So as families get-together and exchange gifts, they’ll be urged to learn these life-saving skills at a time that’s more important than any other.
The concept is in development for Christmas 2023 in the UK.
CREDITS
Creative Directors - Tian Murphy & Charlie Gee.
Creatives - Tian Murphy and Charlie Gee.
ECD’s - Dan Watts and Tim Snape
Agency - Pablo London