Temasek Foundation Cares partners SPH and Tribal for new campaign

Temasek Foundation Cares has launched its "Restart A Heart" campaign to stress the importance of knowing chest compression and learning how an automated external defibrillator (AED) heart is restarted to help someone with a cardiac arrest.

Tribal Worldwide and Singapore Press Holdings (SPH) were involved in the campaign, which runs across SPH's print, digital, radio and outdoor media. Readers of The Straits Times would have noticed that the Life section on 26th September had a 4pp cover wrap with the bold headline “This Newspaper might just help you save a life”. Inside, the cover contained information on the 1-hour Restart-A-Heart programme and instructions on how to restart a heart.

Across SPH digital news sites, display banners are served through audience and contextual targeting to reach the right audiences, and subscribers to SPH’s EDM would have received a digital copy of the lifesaving instructions

One FM 91.3, Kiss92, and UFM100.3 radio stations are conveying the campaign message through commercial spots with the sound of a metronome at 110 beats per minute (bpm) and by playing song segments within 100 -120 bpm - the speed required to pump a cardiac arrest victim’s chest if you were to perform chest compressions.

SPHMBO’s exclusive site, Ocean Financial Centre, is supporting the campaign with a wall panel display along their underground pedestrian linkway where the life-saving instructions are displayed as removable posters for passers-by to take one for keepsake. The Be a Hero campaign video is being played across outdoor digital screens at Chevron House, 313@Somerset, HDB Hub and Parkway Parade

Since the campaign’s launch on 25 September, 256,031 people now own a copy of the life-saving instructions. As of the time of writing, visits to Singapore Heart Foundation’s website have increased by more than 11 times during the campaign period, compared to the previous month.

“The Restart a Heart programme is part of Temasek Foundation Cares’ efforts to equip Singaporeans to stay prepared for emergencies. When the heart stops, the best way to raise the chances of survival is to begin chest compressions as soon as possible, and to get an AED Heart Restarter to bring the heart back to a normal rhythm. We are glad to partner SPH in spreading this urgent message to our communities and encouraging them to be equipped with life-saving skills," Woon Saet Nyoon, chief executive, Temasek Foundation Cares, said.

"The creative concept of the campaign centres around using different mediums to its fullest potential, to educate people on how to restart a heart and help save lives. Here at Tribal, we believe in the importance of knowing how to restart a heart, and the proper chest compression procedures. We think that this campaign, for Temasek Foundation Cares and Singapore Heart Foundation, really demonstrates this to the people of Singapore in an interesting and relatable manner," Jeff Cheong, president of Tribal Worldwide Asia and head of Tribal Worldwide Singapore, said.

Elsie Chua, chief marketing officer, SPH, said: “We are delighted to have the opportunity to support this cause through the use of SPH integrated media and to communicate the importance of learning how to restart a heart.”